THE REBEL that changed the career counseling industry first, brand building second.

mikaela aare

A lethal combination of counseling skills and visual brand design like no other

In 2016, as a career counselor digitalizing my industry, I was told a lot of things.

“It will never work"

"Why go digital when you can meet with people”

"Why become an entrepreneur when you can work at a school"

And I knew...that what I can imagine...I can create.

I built the first e-learning platform focusing on career counseling tools in 2017. Hundreds joined the first few days.

It gave me the opportunity to share my work and insights with the government of Åland in 2018, multiple municipalities in Sweden during the years and many more organizations that suddenly was interested in digital career counseling.

I was an early adopter and a thought leader from the start.

That has led me to focusing on a 1:many business model, completely digital, diving into the world of Web3 in 2022 and adding AI as a companion to my brand work.

It has also made me a frequent keynote speaker on topics of digitalization, brand and AI (yes, that one is called Brand or DIE) and building an unconventional business. 

I have been a rebel since a winter day back in the early 90's when a teacher at kindergarten said "Mikaela, you should join the group and go sledding. It's so much fun!" to which I replied: "Do it yourself if it's that much fun."

That sums it up.

And now, fast forward years later, I help thought leaders of multiple industries go BIG with their brands and world building. 

And it took 8+ years and 800+ humans served to get to this point. Because I am a believer of walking the talk. I have launched courses, memberships, digital products. I have done brand work, keynotes, written a book and helped multiple thought leaders build their brands behind the scenes.

9 years in business

20+ launches

40+ design projects since 2021

800+ (and counting) humans served through brand work, mentoring, talks and programs

First documentary produced at 18

Background from the theatre production field that makes my work an experience

Countless hours spent on AI design, Web3 education and overall digital skills

BA in career and study counseling from Stockholm University

Background in recruitment with hundreds of client projects

  • "When I ask a question you answer in two ways; with your expertise or turn back the question to me that makes me think outside the box."

    U.

  • "I don’t want to be like everyone else, and neither does you, so you will never give mainstream advice. Never create anything mainstream."

    J.

  • "I'm probably not the only one who is drawn to Mikaela because of her mystical and sparkling energy. Then, when you actually start working with her she is not only a happy cheerleader, she sees through BS in the most polite and caring way. She's able to help you break down and find what you want to do, how to do it and always sees great potential!"

    N.

  • "Being part of your community gave me a massive boost in "normalizing" choosing a path that feels right for ME."

    E.

  • "You are one of those people who can help people get clarity and you always see the bigger picture."

    M.

  • "Our cooperation grows stronger and better everyday! She makes me better. She gets me to do things I didn't think I would dare. She's a queen!"

    J.

  • "Honestly recommend hiring Mikaela as your creative partner in ANYTHING."

    J.

Selected keynote talks & workshops

MEDIA & PRESS

Podcast appearances

Articles & Interviews