My STORY

In a world filled with constant noise and distractions, businesses often struggle to articulate their true purpose. At Syfte, I believe that purpose is the foundation of every successful organization. Rooted in the Swedish concept of "syfte"—which translates to purpose—I am dedicated to helping companies sift through the clutter to find clarity in their mission and connect meaningfully with the people they serve.

Inspired by the simplicity and balance of Scandinavian living, Syfte embodies the values of purpose, care, community, and sustainability. Just as the Swedish lifestyle emphasizes thoughtfulness, hospitality, and connection, we approach every project with the same ethos. I work closely with my clients to uncover their core values and distill their message to its most authentic form.

Through our purpose-driven branding and strategic storytelling, we guide businesses to communicate their essence—clearly, simply, and effectively. I believe that simplicity isn't about doing less, but about doing what matters. It’s about finding the right path, the right message, and the right connections to help a business thrive.

My work is more than just building a brand; it's about creating a purposeful identity that fosters trust, loyalty, and lasting impact. Whether developing a brand’s narrative, visual identity, or community engagement strategy, I always focus on how every decision reflects the deeper meaning of the organization’s existence. 

At Syfte, I believe that businesses have the power to do more than just make a profit—they have the ability to make a difference. By staying true to their purpose, they can create positive ripples that extend beyond their bottom line and into the communities they serve. That’s why I prioritize sustainability and care for people in everything I do. 

In my work, I support brands that not only look and sound good but also stand for something meaningful. Brands that create real connections, inspire loyalty, and contribute to a more compassionate, thoughtful world. 

At Syfte, I’m here to help you find your purpose—and ensure that every step you take reflects it.

Tauna Johnson is a South Sound Business 40 Under 40 honoree with a career spanning non-profit and for-profit sectors, including roles in fundraising, marketing, and HR. Deeply connected to her Scandinavian roots, she’s passionate about storytelling, culture, and building strong communities. Tauna believes in the power of authentic connections to inspire and bring people together.

CORE VALUES

At Syfte, our core values guide everything we do, ensuring that every business we work with thrives with purpose, clarity, and authenticity. We believe that every business has a unique reason for being, and we’re here to help you discover and live out that purpose with focus. Guided by the Swedish principle of lagom, we promote simplicity, cutting through the noise to help you focus on what truly matters. We are passionate about building strong communities, fostering connections that are rooted in trust and shared values. Every project is approached with care and consideration, ensuring that we meet the needs of our clients, their teams, and the communities they serve. And with a spirit of Swedish hospitality, we create environments where ideas, relationships, and growth can thrive.

  •    We believe every business has a unique reason for being, and we exist to help you find and live out that purpose with clarity and focus.

  • Guided by the Swedish principle of “lagom” (balance), we promote simplicity in everything we do—helping you cut through the clutter and focus on what truly matters.

  • At Syfte, we believe in the power of community. We help businesses connect with the people they serve, fostering strong, lasting relationships built on trust and shared values.

  •  We approach every project with thoughtfulness and care, ensuring that the needs of our clients, their employees, and their communities are always at the forefront.

  • We approach every client and partner with a warm, welcoming spirit, inspired by Swedish hospitality. At Syfte, we create spaces where ideas and connections can thrive.

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