Say hi

Folk* is a human-first design collective. We partner with purpose-driven companies building brands and digital products providing genuine value for their folk.

* a design collective caring about making a difference

We are a team of unshakable optimists believing in helping impactful brands build a bright future.

We partner with purpose-driven brands to help spread meaningful messages and create experiences that provide genuine value to your users. 

Featured work




An incubator program platform for one of Sweden's first startup houses*

© Video Copyright - Minc - The Startup House of Malmö

Make Your Own

Make Your Own

See how we built an e-commerce and community platform for a creative revolution



See how we created a modular design system and user interface for a shared living matchmaker

Mina Webbkurser


Mina Webbkurser

An incubator program platform for one of Sweden's first startup houses*

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© Video Copyright - Minc - The Startup House of Malmö

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At first, we discover

We start by understanding the user, their behaviour and their goals. We work with you on pain-point discovery, create personas, map out the user journey and translate this into a timeless brand.

Then, we design

Based on our user research and brand strategy, we create cross-platform design systems, to build enjoyable user experiences, user interfaces that look good and easy-to-use digital products.

Making sure, we deliver

We help you transform your purpose into content marketing. Our team delivers content strategies, content creation, and show you how to share your content in various channels.

User Research, Branding, Web, App & Content

User Research, Branding, Web, App & Content

What we do

User Research and Branding

User Interviews

We'll talk to your target audience to understand their needs, goals, and pain points. This will help us develop solutions that truly resonate with them.

User Personas

We'll create fictional characters based on the insights we've gathered from our research. These personas will represent your target audience and help us keep their needs in mind throughout the design process.

Journey Mapping

We'll map out the steps your users take when interacting with your product or service. This will help us identify pain points and opportunities for improvement.

Competitor Analysis

We'll research your competitors to understand their strengths and weaknesses. This will help us identify opportunities to differentiate your brand and improve your overall user experience.

Brand Strategy

Developing a strong brand strategy involves defining the brand’s purpose, values, and unique selling proposition, and identifying the target audience. This helps to create a consistent and coherent brand identity that resonates with customers.

Brand Identity

The visual and verbal components that make up the brand identity, such as the logo, typography, color palette, and tone of voice. A strong brand identity is essential for creating a memorable and recognizable brand.

Brand Guidelines

Creating a set of guidelines that dictate how the brand identity should be used across all touchpoints, including print and digital media. This ensures consistency and helps to reinforce the brand identity.

Design and Digital Products

UX/UI Design

We put people at the center of our design process, ensuring that every aspect of your digital product is tailored to meet their needs and preferences. This includes designing user-friendly interfaces, creating intuitive navigation, and optimizing your product for different devices and platforms.

Modular Design System

To ensure consistency and efficiency in your design process, we offer a modular design system service that provides a set of reusable design components and guidelines. This system helps us create designs that are consistent with your brand identity, while also allowing for flexibility and scalability as your digital product evolves. By using a modular design system, we can accelerate the design process and deliver high-quality, cohesive designs that meet your business needs and delight your users.

Web Development

Our front-end developers use the latest web technologies to bring your digital product to life. We create responsive, high-performance websites and web applications that look and work great on any device, from desktops to smartphones.

Mobile App Design

With the rise of mobile usage, having a mobile app can be a game-changer for businesses. We specialize in mobile app design that is focused on creating seamless and intuitive user experiences.

E-commerce Solutions

We understand that e-commerce is more than just setting up an online store. It's about creating a seamless shopping experience that drives sales and builds customer loyalty.

Content and Marketing

Content Strategy

We develop a plan for creating, distributing, and managing your content. This includes setting goals, identifying target personas, planning distribution channels, and establishing KPIs for measuring success.

Content Creation

We craft high-quality and engaging content that aligns with your brand's messaging and voice, such as blog articles, social media posts, videos, infographics, whitepapers, and more.

Content Distribution

We promote and share your content through various channels, such as social media, email marketing, and influencer outreach, to increase visibility, reach, and engagement.

Search Engine Optimization

We optimize your content and website to rank higher in search engine results for relevant keywords and phrases, including researching and selecting keywords, on-page optimization, and building high-quality backlinks from reputable sources.

About us

At Folk, we have the privilege of working with diverse teams from all walks of life.

Using our expertise in UI/UX design, web design, and digital design, we craft timeless brands and create user-friendly digital products that make a difference.

We're proud of our track record. Since 2020, we've partnered with 34 clients to launch 26 websites, develop 18 thoughtful brands, and design 4 digital products.

We recently helped a startup house develop a program platform, collaborated with a co-living startup to create a roommate matching app, and partnered with a sustainable creative brand to build a modular platform making crafting simpler. Our goal is to empower our clients to achieve their objectives and create positive change in the world *

Our team

We’re a team of designers who care about the world, with the people who live in it.

Daniel Kårén
Daniel Kårén Folk Design Collective
Co-founder • Project Manager & designer

"Meet Daniel, our co-founder and resident project wrangler. With years of experience in managing digital projects and a knack for keeping everyone on track, Daniel is the glue that holds our team and your project together.

When he's not expertly juggling timelines and budgets, you can find him dreaming up the next big idea for our clients. Daniel's got the skills and the vision to make sure your project is a success, every time."

Sara Gramstad
Sara Gramstad Folk Design Collective
Co-founder • Head of design & engineering

"Say hello to Sara, our co-founder and design & engineering mastermind. With years of experience in design she brings a rare mix of tech wizardry and creative flair to our team.

As the boss of our design and engineering department, Sara is on a mission to make digital products that are both beautiful and brainy. She oversees everything from brainstorming to launch, working closely with clients to make their wildest UX dreams come true."

Gustav Palmqvist
gustav palmqvist profile img
SEO strategist • Engineer

"Say hello to Gustav, our SEO strategist and engineer extraordinaire. With a background in both coding and marketing, Gustav is the mastermind behind our clients' search engine success.

He's constantly tinkering with algorithms and analyzing data to ensure our clients' websites are at the top of the search engine rankings. When he's not optimizing websites, Gustav can be found fishing at sea."

Alicia Johansson
alicia johansson profile img
Digital designer • Content creator

"Meet Alicia, our digital design whiz. With her sharp eye for detail and her knack for creating stunning designs, she adds a spark of creativity to every project. Alicia's expertise in a variety of design tools and techniques - from wireframing to graphic design - means she's always up for a challenge.

She works closely with clients and our team to deliver exceptional results, and when she's not designing, she's baking a ten layered cake in the kitchen."

Simon Gramstad
Simon Gramstad Profile Img
SEO strategist • Content creator

"Meet Simon, our SEO and content extraordinaire. With years of experience in digital marketing, he crafts SEO-driven content that converts. He excels in storytelling that captivates audiences and drives results.

At our agency, Simon develops and executes SEO strategies, from research to content optimization, helping our clients reach their goals. When not writing, Simon explores hiking trails and restaurants."

Collaborative tools we use

What does Folk specialize in?

We specialize in UI/UX design, web design, and digital design, with a focus on building purpose-driven brands and user-centered digital products that resonate with your audience.

What approach does Folk take to branding?

We take a research-based approach to branding, using insights about your target audience to inform our design decisions and create experiences that deliver real value to your users.

Can Folk help my business make a positive impact?

Yes, our agency is dedicated to helping purpose-driven teams create a measurable positive impact through branding and digital products that are easy for people to use and will last a long time.

What kind of businesses has Folk worked with?

We've worked with a diverse range of purpose-driven teams, including startups, co-living brands, and sustainable creative brands.

What kind of projects has Folk worked on?

We've worked on a range of different projects. We've helped create program platforms, online course platforms, roommate matching apps, e-commerce brands, health and wellbeing platforms and modular platforms for making craft digital and simple.

What motivates Folk?

We are passionate about making a difference in the world, connecting with customers who share our values, and building successful and profitable businesses that align with our personal values and vision.

What sets Folk apart from other design agencies?

Our agency specializes in purpose-driven branding and digital products, and takes a research-based approach to ensure that our designs deliver real value to your users.