Gustav Hederström is a product designer in Stockholm. Brand, product, digital — often all at once. A background of founding companies, freelancing, and connecting design to business. Builds with AI first, designs after. Turns out it's a good time to be a generalist again.
Building companies taught me things you can't learn any other way. A DJ app that won an Apple Design Award, a clothing brand, a subscription e-commerce, a sales demo platform, a fintech app. A couple of them mostly cost money, but they shaped how I approach design.
I think about what's actually going to work. Not just how it looks, but how it connects to the business, the tech, and the people using it. I've always combined design and code. These days I build with AI first and design after — it blurs the line between the two in a way I've been chasing for 25 years.
Brand Identity
Product Design
Creative Direction
UX/UI Design
Design Systems
Art Direction
Prototyping
MVPs
Webflow
AI Development
Profoto, Porsche, Schibsted, Absolut Vodka, Jung Relations, Fallon UK, Urban Ears, Sotheby's, Pepsi, Carlsberg, Swedish Institute, Snow Software, Coop, Stureplansgruppen, Cognizant, Mobilee Records, 10-gruppen, Bundesregierung, MTGx, Vitamin Well.
