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Aug 4, 2025
I’ve lost count of how many times we’ve reworked the Celaro site. One month, a section felt messy and pointless. The next, we realized it was just shown wrong. Same with colors, features, even how we talk about ourselves. Creative work doesn’t move in one direction. And this post is about making peace with that.
We’ve gone back and forth on so many ideas. Something feels off, we cut it. A month later we see the value again and bring it back, not because we were wrong before, but because we’ve shifted. It’s like chasing a brand that feels right not just for others, but for who we are and who we want to become. That’s not a straight line. That’s a loop.
Not everything even sees the light of day. We’ve built and scrapped countless ideas that never reached the site, the app, or our socials. But they still mattered. They still shaped what came next.
The Illusion of Predictability
A lot of tools expect your work to follow a neat pattern. Define the task. Execute the plan. Check it off. But that’s not how most creative work gets done.
Most days you’re just chasing down half-formed ideas, second-guessing your taste, and changing direction halfway through. That’s not dysfunction. That’s the deal.
The Creative Loop
Creative work doesn’t follow a strict timeline. It follows momentum. You might start with half an idea and a blank Figma file, loop back three times, take a break, and then land your best idea while walking your dog.
We’ve been in this cycle constantly. Just look at our own stuff, our branding, tone of voice, layout. One week we’re stripping things down. The next we’re bringing old ideas back with fresh perspective. The idea didn’t change. We did.
And not everything makes it out into the world. A lot sits quietly in the background, shaping where we go next.
That’s not failure. That’s process.
Let the Loop Happen
Think every great brand nailed it on the first try? Not even close. Repeating yourself isn’t the enemy. Stagnation is.
Show the messy middle. A half-done sketch. A rough layout. A tone you’re still testing. That’s where movement happens, and momentum grows.
You don’t need a perfect plan. You need a rhythm. Something that lets you explore and come back better.
You don’t have to control every step. You just have to keep moving. And when you need to pause, reflect, or shift, that’s part of it.
Before you go…
This post isn’t advice. It’s just where we’re at.
If you’re in the loop, if you’re second-guessing, if you’re rebuilding the same thing for the third time, you’re not broken. You’re just building something that matters.
Keep creating.
Simon Hansson
Co-founder & Head of Marketing
