How STUDIO HERRSTRÖM evolved from freelance to a 10-person team

In 2023, Erik Herrström was a freelancer juggling client calls and design work from his Vienna studio. Now in 2025, he leads a tight-knit group of 10 that’s redefining what it means to design for music and culture. Fresh from launching a comprehensive rebrand and new website, STUDIO HERRSTRÖM has evolved from aesthetic output to strategic cultural impact, introducing THE ECHO™ – their proprietary framework that guides brands through Immerse, Create, Impact. With projects spanning from Spotify’s editorial brands to major artist identities for Whitney Houston and Elvis Presley, the studio has established itself as a go-to partner for brands looking to move the needle in music and culture. In this conversation, Herrström reflects on rapid growth, the challenges of scaling responsibly, and why their four-day work week is unlocking new creative potential. TBI: Hey Erik! It’s been a while. How’s things? EH: Hey, I’m doing really well, thank you. So much has happened since we last spoke. We’ve been working on some exciting projects in the past months like the 10th Anniversary for The Game Awards or helping Japanese guitarist MIYAVI to connect with his biggest fans across the globe. Vienna is in full summer swing now, and we are already working on some exciting projects for fall and winter. It’s been a busy stretch! I am excited about the opportunity to share what STUDIO HERRSTRÖM has been up to.