About
Build like
a founder.
Not an
agency.
Anna SchwengleFounder, Klein & Laut · Berlin
I'm Anna, founder of Klein & Laut. For 20+ years I've built brands, businesses and digital products.
I started the studio so strategy, design and code stop being separate jobs.
The path
How I got here.
01
Brand2003–2011
I learned how to make people care.
At my studio, Juna, I built brands and launches for 15+ companies. Lesson one: people buy what they understand.02
Founder2011–2024
Then I built my own company.
For 13 years I ran Finn + Emma, an organic baby brand: product, brand, production, shops, online store and a team. Alongside it, I built Owl & Oak, an award-winning toy brand. That's where I learned what a business needs every day.03
Operator2023
I learned how it works inside other companies, too.
As CMO of heycare, a B2B software company, I led a rebrand and a launch with existing teams and real constraints.04
BuilderSince 2024
Then the tools changed.
With AI and modern tools, I can now build what I used to brief. I started with Boomer in 2024. The experience stayed the same. How much a small studio can build didn't.
“Having the idea was never the hard part. Connecting everything around it was.”
How I think
Building got easier. Judgement didn't.
The tools do more every year. These four rules decide what they should make.
Make it simple.
Fewer steps, fewer layers. The hard part is solved underneath, so it feels obvious.
Production beats presentation.
A product people can use. Not a deck, and not a mockup that still needs a team.
AI cuts overhead, not responsibility.
AI speeds up the work. The decisions and the quality stay with us.
Build enough to learn.
The first version answers the biggest question. The rest waits for real use.
Like a founder
What “like a founder” means.
A few habits. They're what you're really paying for.
01
I care about the business, not just the build.
Will people pay for it? Can you run it? What does it cost to run?02
I challenge scope.
Not every feature gets a yes. Extra features cost you twice: to build and to run.03
I see how it all connects.
Brand shapes product. Pricing shapes design. How you run it shapes what we build.04
Your know-how is the raw material.
Your expertise isn't a list of requirements. It's what the product is built on.05
Commercial, not precious.
I don't defend an idea because it's mine. If the evidence says change it, we change it.06
I own the outcome.
The person in your first meeting stays to the end. Never “that wasn't my department”.
Small on purpose. Not alone.
Klein means small: fewer people, fewer handoffs. Specialists join when a project needs depth. Everything is written down and lives in your accounts, so nothing depends on one head.
In numbers
The short version.
What's behind the studio.
- 20+ yrs
- Brands, products and businesses
- 15+
- Companies I built brands for
- 13 yrs
- Running my own company
- 5
- Live products & Ventures we built in 2026
