CREATE, CORRECT, CULTIVATE
Haegg & Haegg is the ongoing result of building from principle, not from market trends. It is not a brand in the conventional sense, nor a studio, nor an agency. It is a living framework - an applied system of thought - evident in the companies we’ve created, the structures we’ve implemented, and the cultural tools we continue to refine.
Cultural Direction
Portfolio
Dual Lens Philosophy
Haegg & Haegg was founded by Axel and Jacob Haegg, whose respective disciplines — system design and cultural direction — form the basis for the company’s dual lens. Axel brings infrastructural fluency and operational logic, refined through his tenure as CEO of Brashy Studios. Jacob brings aesthetic intelligence and narrative clarity, shaped through years of visual work within fashion & luxury and progressive creative institutions. Together, they form a structure built on contradiction, contrast, and mutual refinement — producing a shared standard that is applied across every facet of the ecosystem.
Principles
“ Signal lives upstream “
If it already makes sense, you’re too late. True vision arrives before language
“ taste is refusal “
You are not defined by what you create — but by what you’re willing to reject
“ beauty is alignment “
Aesthetic is not style. It’s when form, meaning, timing — resonates as one
“ tools are not the work “
Machines can generate. Only you can decide what deserves to exist
“ create like it’s architecture “
Don’t build decoration. Build systems. Truths. Realities that outlive trends
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haegg haegg group
CREATE
CORRECT
CULTIVATE
Haegg & Haegg is the ongoing result of building from principle, not from market trends. It is not a brand in the conventional sense, nor a studio, nor an agency. It is a living framework - an applied system of thought - evident in the companies we’ve created, the structures we’ve implemented, and the cultural tools we continue to refine.
Intelligence matters Log
NIIA
creative direction & production
We conceptualised and produced visual assets for goth/jazz artist NIIA. Artwork made with approval from artist.
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Psyche Organic
creative direction & production
We conceptualised and produced visual assets for Psyche Organic.
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Calleoke Dev Status
November #3
founder notes
- MVP = objectives tracker
- Async post-call analysis first
- Seeking pilot customer
read the full log
November #2
founder notes
- Partner not Supervisor
- Thinking out loud
- Tracking not blocking
read the full log
Portfolio
Brashy Studios
Legacy Venture
- Designer Streetwear Brand
- Designed & Manufactured in Los Angeles
- International Acclaim
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Calleoke
TI-SM Ventures
- Real-time sales coach and teleprompter
- Ramp reps and maintain consistent execution
- Trained on your company playbook
visit calleoke
Dual Lens Philosophy
Haegg & Haegg was founded by Axel and Jacob Haegg, whose respective disciplines — system design and cultural direction — form the basis for the company’s dual lens. Axel brings infrastructural fluency and operational logic, refined through his tenure as CEO of Brashy Studios. Jacob brings aesthetic intelligence and narrative clarity, shaped through years of visual work within fashion & luxury and progressive creative institutions. Together, they form a structure built on contradiction, contrast, and mutual refinement — producing a shared standard that is applied across every facet of the ecosystem.
Contact Us
Drop a line