A decade ago, I started my world-building journey. First, in the career counseling space, digitalizing it and imagining worlds beyond a sucky office space with fluorescent lights asking someone “so what do you wanna become when you grow up?”. I never bought into that. And as a result, I ruffled feathers.

I didn’t believe that business building = expensive. And I proved it through my lean approach, completely digital, completely unbound time and place-wise from day one.

I went for the wild opportunities, meeting Gary Vaynerchuk, becoming a top partner with a US conference while in Sweden, crushed revenue goals, went viral, invested in business two in 2025 and I’ll only move faster.

CATCH ME IF YOU CAN.

One summer day in 2021, I was asked to build another brand than my own (which I had successfully positioned as the Rebel Wonderland). I declined. Told them I didn’t see myself as a “brand” person. They persisted and it turned into world-building inside one of the most traditional industries: boating. And that was just the beginning.

I move faster than anyone else I know. I can build worlds inside any industry you put me in, and have done that in 15+ industries, because I have leveraged 1)speed and 2)world-building skills others never bothered to learn.

All of this has led me to one conclusion: as long as you don’t have brand world, coherence and time freedom, you will always be trapped in someone else’s game.

And that is not fair to your highest potential.

THE WORLDS.

Over the past 10+ years, 15+ industries, 30+ brand worlds, 1.000+ humans in paid offers, 50+ digital assets, services and experiences. I switch between highly strategic thinking and hands-on creative output, from business and brand direction to complete visual brand assets.

THREE WORLDS. BUILT DIFFERENTLY.

Different problems. Different industries. Different answers.

A closer look at what building a world can actually mean inside a business.

JOELLA SKOOGH COMMS

BUILDING A BRAND AROUND THE WORK SHE ACTUALLY WANTED TO OWN.

Joella and I worked together on and off across several years and multiple stages of her business.

She already had the expertise, clients and a business.

My role was never to invent that expertise for her.

It was to help her get clearer on what she wanted to build around it and then turn that direction into a brand, offers and body of work that felt distinctly hers.

MY ROLE

Strategic coaching
Business + brand direction
Methodology development
Offer + program development including Industry Leader Lounge
Sales page strategy, copy + design
Presentation + keynote design
Visual identity + complete rebrand
Brand world
Creative direction

THE WORK

One of our first projects together was the design and creative direction for Joella’s keynote presentations around TikTok and social media.

Later, Joella asked me to work with her as a strategic coach for three months.

Our work focused on where she wanted to take the business next: what she wanted to become known for, what she wanted to build around her expertise and what kind of business she actually wanted to create.

That strategic work became the foundation for a complete rebrand.

I developed the visual identity, logotype, color palette, brand world and creative direction, creating an identity that could hold both Joella’s personality and the direction the business was moving in.

But our work didn’t stop with the brand.

As the business evolved, we continued working together on the things inside it: methodology, programs, offer development, messaging, copy, sales pages, design and creative direction.

That work included the strategic and creative development of Industry Leader Lounge which has since become the main focus of Joella’s business.

“There are few people whose advice I trust, and Mikaela is one of them. Whether it’s through her coaching or design skills, Mikaela has helped me stay true to myself and my business.

She truly GETS me, which is why I have turned to her multiple times throughout the years of running my business, for different reasons. I don’t want to be like everyone else, and neither does she, so she will never give mainstream advice. Never create anything mainstream.

Mikaela has a way to pull out the AUTHENTIC you out of you, so if you need a guiding hand, someone to help you stay on track or even to create your visual brand…Mikaela is your person."

AO PERFORMANCE

TURNING DECADES OF EXPERTISE INTO A BRAND AND BUSINESS BUILT TO SCALE.

AO Performance is built around Andreas Öhgren’s decades of experience in high performance, and rehabilitation, working with NHL players, Olympic gold athletes and thousands of clients.

Since June 2025, my role as business partner alongside Andreas has been to translate that expertise into products, offers, brand, communication and the infrastructure needed to reach a much larger market.

MY ROLE

Business development
Product development
Positioning
Offer architecture & pricing
Digital education
Brand development
Visual brand world
Creative direction
Content strategy
Campaigns & launches
Customer journeys
Sales processes & backend systems

SINCE JUNE 2025

+1,386%
Gross volume from digital offers

+2,300%
New customers from digital offers

6,084 → 16.5K
Instagram followers

AO IS NOW:

AN INVESTOR-READY BRAND
GOING INTERNATIONAL

20+ YEARS OF EXPERTISE → PRODUCTS → DIGITAL ECOSYSTEM → SCALABLE BUSINESS

SVERIGE BYGGER UT / BYGG:LAB

MAKING CONSTRUCTION EDUCATION SOMETHING PEOPLE ACTUALLY WANTED TO TALK ABOUT (AND BE A PART OF).

The construction industry needed more skilled workers and more women entering the industry.

Sverige bygger ut set out to attract people to vocational construction education who may never previously have considered construction as an option.

My role was to help turn that challenge into a concept, brand and campaign capable of reaching people far beyond traditional construction-industry communication.

MY ROLE

Concept development
Positioning
Brand development
Creative direction
Campaign development
Messaging & communication
Digital & physical activations
Career guidance expertise for applicants & staff

The work included building the education called BYGG:LAB and developing Byggterapi, a campaign concept designed to create a completely different entry point into the construction industry.

THE RESULT

3.6 MILLION
People reached

37 ARTICLES
Across digital and print

FULLY BOOKED IN TWO WEEKS
Every available Byggterapi session was booked within two weeks of launch.

The campaign also attracted a different group of applicants to the industry, many of them women.

SKILLS GAP → CONCEPT → CAMPAIGN → 3.6 MILLION PEOPLE REACHED

let's go for world domination

★

"Mikaela is one of few people in the world who can match the tempo and deliver at the highest world level."

"The first thing that happened when I launched the visual branding, a client with 20 million SEK in revenue reached out. They liked my visual identity."

"I finally get to live out my potential, my tempo and my expertise in a way I never could before."

"You. This. The branding. Omggggg."

"It is clear, precise and SO MUCH ME. I have no idea how you captured it."

"Honestly recommend hiring Mikaela as your creative partner in ANYTHING. The way she thinks.”