About
Engineering roots.
Creative instinct.
Honesty is a consultancy that works across strategy, management, innovation, product, brand, design, and technology. We think and we build. That combination is the point.
2009
Founded
1000+
Projects Shipped
50+
Brands Developed
20+
Years Experience
Honesty was founded in Sweden in 2009 as a branding consultancy with engineering at its core. That origin — the merger of analytical rigor and creative thinking — still defines everything we do.
The firm quickly became one of Sweden's most profitable consultancies, earning honors including the Titanium Prize, Golden Egg, and 100-W Award for long-term effective brand development. Over two decades, we've shipped more than a thousand projects for over fifty brands.
Today, Honesty works across strategy, management consulting, innovation, product, design, and technology. We don't separate thinking from making. We don't separate strategy from execution. We're independent, and we intend to stay that way — because the best work happens when you don't have to ask anyone for permission.
How We Work
Principles
Strategy that builds
We don't produce strategy decks that sit in drawers. Every strategic recommendation comes with a path to execution — because strategy that can't be built is worthless.
Senior people, real work
No armies of junior analysts. Senior people working directly with senior people on the questions that matter most. The people you meet are the people who do the work.
Engineering precision, creative instinct
We bring analytical rigor to creative problems and creative thinking to technical ones. The intersection is where the interesting work happens.
Fewer engagements, deeper work
We take on a limited number of projects at any given time. Quality over scale. Depth over breadth. Every engagement gets our full attention.
Awards
The Titanium Prize
The industry's finest honor for extraordinary brand building
Golden Egg
Awarded for outstanding film and communication work
100-W Award
Long-term effective brand development recognition
Founder
Walter Naeslund
Make the most of your business, brand, and life.
Walter has developed brands for more than 50 industry-leading companies over two decades, advising political leaders, corporate executives, and startup founders on business development, creative leadership, branding, and communications.
Of the thousands of projects Honesty has shipped, Walter has worked hands-on in hundreds — crafting strategies, developing products, designing business models, but also coding, art directing, photographing, filming, producing music, writing, teaching, and much more.
Experience
2009 — Present
Founder & CEO
Honesty
Founded and led to become one of Sweden's most profitable agencies. Retained the brand after acquisition in 2022. Now advises leaders on branding and creative leadership.
2019 — 2022
CEO
MISSION to MARS
Agency group including design, advertising, and audio production companies.
Earlier career
Communications Strategist
McCann Worldgroup & Identity Works
Strategic communications work for major brands and organizations.
Early career
Freelance Brand Consultant
Spotify, Propellerhead Reason, WeSC
Independent brand development work for iconic Swedish companies.
Education
M.Sc. Computer Science / Media Technology
Linkoping University
Business & Economics
Lund University
Philosophy
Stockholm University
Copywriting & Art Direction
Berghs School of Communication
Podcast & Media
The Talk
Nordea Private Banking
Conversations with top entrepreneurs and change-makers in the Nordics.
What's in the Water
Podcast exploring fascinating people and their stories.
Let's Explore
walter@honesty.se / +46 708 560 365
We are based in Stockholm, Sweden. Get in touch for a physical meeting.