About Alexandra Åbrandt
Founder of Happy Rebel. Leadership Reformer. Identity Whisperer. Daring Doer mentoring Daring Doers.
Part strategist, part soul-activator — 100% no corporate bullshit.
CONTACTAlexandra Åbrandt is the creative force behind Happy Rebel and the architect of identity-led leadership.
With 25+ years inside global organizations (including a decade at IKEA), she’s helped leaders ditch the performance and lead from power — not polish.
Her work blends deep inner clarity with sharp strategic insight, making her the go-to mentor for founders, facilitators, and teams who are ready to rise.
She’s not here to fix you.
She’s here to reignite you.
The Origin of Happy Rebel
After 25 years in global leadership, creative direction, and organizational transformation —
including 13 years shaping one of the most iconic brand universes on the planet at IKEA —
Alexandra Åbrandt learned something essential:
High achievement means nothing if it costs you your voice, your freedom, or your fire.
So she walked away.
From the titles.
From the pace.
From the polite people-pleasing that masked real power.
And in that pause — Happy Rebel was born.
Not as a consultancy.
(Not even close — Happy Rebel is the antidote to traditional consulting.)
Not as another coaching program.
But as a movement for leaders who feel the pull toward something deeper.
The second mountain.
The one built on courage.
Creativity.
Identity.
Inner authority.
If you’re standing at that edge —
You’re not lost.
You’re about to rise.
Her philosophy is simple:
Fear Less. Create More. Courage in Practice.
Because real transformation isn’t a slide deck.
It’s lived — breath by breath, boundary by boundary, decision by decision.
Alexandra doesn’t teach theory.
She builds experiences that move through your nervous system and into your leadership.
Through her signature work —
UNFRAMED Mentorship, YES Unplugged, The Livingroom, and Happy Rebel Labs —
she helps leaders, teams, and organizations build:
Inner stability
Creative momentum
And businesses that feel as good as they perform
This isn’t about becoming someone else.
It’s about returning to the version of you that was always there —
The one who leads with depth.
Stirs the room.
Builds idea cultures.
And refuses to shrink to fit.
"For almost three years, my management team and I have been working with Alexandra to strengthen our leadership and develop the psychological security in the group.
The management team, which consists of nineteen principals and two admin managers, has developed very positively and we also see strong indications that leadership has been strengthened towards the principals' staff groups.
In addition to Alexandra being well-read and knowledgeable, she is very skilled at "reading the room" and combines this ability with flexibility and responsiveness in planning and implementation."
- Krister Dagneryd, School Director
--- THE OFFERS
Work that meets you
where you are.
From deep 1:1 work to community, audit, and accessible entry points — every offer is built around the same question: what's actually true for you right now?
1:1 DEEP WORK
UNFRAMED
The most direct path. We remove everything that isn't true — and build from what's left. Intensive, personal, irreversible. For the woman who's done waiting.
LET'S MAKE GOLD
The Alchemy
An immersive one-hour experience for the successful female leader who has built everything - and is ready to stop performing it and start living it.
In one hour you will know exactly who you are, what you want, and what happens next.
FAST CLARITY
SOS Leadership Audit
Something is off and you know it. This is your diagnostic — what's actually happening beneath the surface, and the first honest move forward.
