“Every brand should feel like a person” — A Q&A with Sara Gramstad

We recently sat down with Sara Gramstad, co-founder of Handsdown and the low-key brand whisperer behind a lot of what we ship. Sara’s the one shaping the big ideas into builds — refining flows, finessing details, and making sure the work not only works, but feels right.

“You don’t have to go loud to go deep.”

What drew you to design in the first place?

"I’ve always been into systems and stories — which might sound like an odd combo, but it makes a lot of sense in branding.

I started out in social psychology. Super theoretical, super interesting — it helped me understand how people think. But I didn’t just want to analyze things from the sidelines. I wanted to build.

That’s what pulled me into design. Branding, especially, just clicked. You get to create something people can feel — not just see or scroll past. That part still gives me goosebumps."

What’s your approach when you’re starting on a new brand?

"I always start by listening — to how the client talks, what they care about, what they don’t say out loud. There’s a lot of good signal in those first conversations.

Then I start naming things. Not just the brand — but sections, flows, even buttons. Naming gets overlooked, but it’s where clarity and tone meet. You learn a lot about a brand by what they call their “book now” button."

You’re known for your calm energy. How does that shape your work?

"Early-stage projects are usually a bit chaotic — that’s just part of it. My role is to create some calm in the middle of all that, so the client feels like, “okay, someone’s got this.”

I try to stay steady, especially when things start moving fast. It helps keep the work anchored in the feeling we’re trying to create. That feeling becomes the compass — it’s less about what we’re designing, and more about how it lands."

What’s a project moment you’re really proud of?

"Make Your Own stands out. I pitched and led the design of their new community platform — and it still feels like one of those “this really matters” builds.

They already had a great brand, but the challenge was turning it into something that worked as a shop, a learning space, and a digital hub for their community.

We built it in Webflow, added a flexible CMS, and shaped a platform that could grow with them. It’s the kind of work that supports real people and helps them feel like they belong — that’s the stuff I want to do more of."

What do you think makes a brand “hit just right”?

"It’s when everything lines up — tone, visuals, UX, even the tech. Nothing sticks out, because it all just works. It feels like someone actually thought about how it would feel to land there.

It doesn’t have to be flashy or clever. Just clear, intentional, and human."

Any advice for designers just starting out?

"Keep showing up. Don’t stress about finding your style right away — it takes time, and that’s part of it.

Work with people who respect how you work. Ask the questions no one else is asking. And always, always listen — that’s where the good design starts."