A tiny, agile agency.

Our story

And why we're called Hel.

In ancient Norse mythology Hel was the third daughter of Loki, the Norse God of Mischief and a giantess named Angrboda. Odin believed the three children would bring disaster to the gods so Hel was brought to Asgaard to be raised by Odin himself.

Through no fault of her own Hel had been born with the bones on one side of her body exposed which reviled the other citizens of Asgaard. A lack of friends and companions had depressed Hel. She was filled with loneliness and despair and requested of Odin that she be allowed to leave.

In pity Odin gave Hel the World of Niflheim. The world of the dead. In return he asked of Hel that she would care for the souls of the people after they had died. She took this job to her heart and judged each soul according to what they had done in their lives, sending them to one of the nine levels of the underworld. Good souls went the good levels, the worst went to Neostrand, the abode of punishment.

So why did we choose Hel?

This may not seem like the most uplifting of stories, but despite her bad luck, her parentage and the hatred of the people she was raised with she found the courage to find her place in the world and perform her duties with fairness and care. She should be respected and admired for overcoming her own personal battles and shortcomings, not feared for her role as the Goddess of the Underworld.

Unless, of course, you have done something unworthy.


About the collective

Hel. is far from a normal agency. We are a collective of people and minds, each with expertise and skills that together get the job done. The collective work together as a standard agency but charge independently, cutting overheads and allowing us to spend more time creating beautiful, creative and challenging work for you.

Our philosophy is that you reap what you sow. We work harder so our work works harder for you. You are not our ‘target’. We will not ‘smash it’. We work with you not for you and we genuinely believe that collaboration is the key to success. Doing what is right is not always what is best for your self. This is the reason we hold Hel in such high regard. She is a symbol for everything we hold dear.

Just some of our clients
Northern Bloc
Ritter Sport