Huge Inc vs Bakken & Bæck: full comparison for 2026
Quick verdict
Bakken & Bæck (4.2/5) edges ahead of Huge Inc (3.7/5) overall. Bakken & Bæck is the better choice for tech companies (AI, decentralized systems), design plus research. Huge Inc is the stronger option for large enterprise brands, big recently-restructured agency. The right choice depends on your project size, budget, and required tech stack.
Huge Inc vs Bakken & Bæck: head-to-head summary
| Criterion | Huge Inc | Bakken & Bæck |
|---|---|---|
| Founded | 1999 | 2011 |
| HQ | Manhattan, NYC, USA (relocated from Brooklyn Oct 2025) | Oslo, Norway (also Amsterdam, Barcelona, Bonn, and London) |
| Team size | ~1,240 | 70+ |
| Rating | 3.7 / 5 | 4.2 / 5 |
| Primary differentiator | One of the longest-running agency names on this list, now reset under new private-equity ownership and merged with Hero Digital | A five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase |
| Pricing model | Project-based, retainer | Fixed project, dedicated team |
| Min. engagement | Not published | Not published |
| Primary tech stack | Figma, Adobe Creative Suite, React | Figma, React, Next.js |
| Industries served | Enterprise transformation, Consumer products | SaaS / B2B software, Financial services / fintech, Consumer products |
Huge Inc vs Bakken & Bæck: overview
Huge Inc
David Skokna, Sasha Kirovski, Gene Liebel, and Aaron Shapiro started Huge in Brooklyn in 1999; the agency moved to Manhattan in October 2025. Most of Huge's history was spent inside Interpublic Group, until private equity firm AEA Investors bought it in December 2024 and merged it with Hero Digital — recent enough that clients should ask how integration is going. Post-merger, the combined agency runs around 1,240 people, with engagement sizes typical of a large agency rather than published per project.
Bakken & Bæck
Johan Bakken and Tobias Bæck founded Bakken & Bæck in 2011, and the studio now works from Oslo, Amsterdam, Barcelona, Bonn, and London with a 70-person team that mixes multiple computer-science PhDs into its design and engineering practice. Recent work includes shaping conversational AI products with Sierra and building decentralized platforms with Coinbase, alongside clients like IKEA and Norwegian payments app Vipps. The studio positions itself around building digital products end to end — from early exploration through launch — rather than a single design phase.
Services and capabilities: Huge Inc vs Bakken & Bæck
| Capability | Huge Inc | Bakken & Bæck |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✓ | ✓ |
| Branding | ✓ | ✗ |
| Web development | ✓ | ✓ |
| Mobile development | ✗ | ✗ |
| Design systems | ✗ | ✗ |
Tech stack comparison: Huge Inc vs Bakken & Bæck
| Framework / platform | Huge Inc | Bakken & Bæck |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | ✓ | N/A |
| React | ✓ | ✓ |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | N/A |
| Design systems/Storybook | N/A | N/A |
| After Effects | N/A | N/A |
Pricing comparison: Huge Inc vs Bakken & Bæck
| Criterion | Huge Inc | Bakken & Bæck |
|---|---|---|
| Minimum engagement | Not published | Not published |
| Engagement models | Fixed project, Retainer | Fixed project, Dedicated team |
| Rate transparency | Minimum disclosed | Minimum disclosed |
| Price tier | Mid-market | Mid-market |
Target audience comparison: Huge Inc vs Bakken & Bæck
| Dimension | Huge Inc | Bakken & Bæck |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Enterprise transformation, Consumer products | SaaS / B2B software, Financial services / fintech, Consumer products |
| Best use cases | Enterprise brand and digital product redesign, Large-scale web platform modernization | AI or conversational-product design for a fast-moving startup, Decentralized or crypto platform design and build |
| Typical project type | Fixed project | Fixed project |
Huge Inc vs Bakken & Bæck: pros and cons
| Huge Inc | |
|---|---|
| + | 26 years of enterprise digital design case studies and brand history |
| + | Post-merger headcount of roughly 1,240 gives significant delivery capacity |
| + | Service range spans brand, product, and web design and development |
| + | The Hero Digital merger brings additional capabilities into the combined agency |
| - | Sold to private equity firm AEA Investors in December 2024 and merged with Hero Digital — a structural change that's still settling |
| - | Long tenure inside Interpublic Group followed by a 2024 sale means less continuity than an independently owned studio offers |
| - | Large-agency engagement sizes aren't published, making budget planning harder for smaller teams |
| Bakken & Bæck | |
|---|---|
| + | 70-person team spans five European cities, giving real multi-market coverage |
| + | Combines design with computer-science research depth, unusual among boutique product studios |
| + | Recent, high-profile AI and crypto/fintech work (Sierra, Coinbase) demonstrates currency in fast-moving categories |
| + | Client list also includes established consumer brands like IKEA, broadening its portfolio beyond pure tech |
| - | Minimum engagement size and pricing model aren't published, making early budgeting harder |
| - | European-only office footprint may mean less overlap with US business hours for some clients |
| - | AI/crypto-forward recent portfolio may read as a narrower fit for clients outside technology-heavy categories |
Who should choose Huge Inc?
A typical fit: enterprise brand and digital product redesign.
One of the longest-running agency names on this list, now reset under new private-equity ownership and merged with Hero Digital. Minimum engagement starts at Not published. Works best with clients in Enterprise transformation, Consumer products.
Who should choose Bakken & Bæck?
A typical fit: AI or conversational-product design for a fast-moving startup.
A five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase. Minimum engagement starts at Not published. Works best with clients in SaaS / B2B software, Financial services / fintech, Consumer products.
Decision matrix: Huge Inc vs Bakken & Bæck
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | Huge Inc |
| You need a large dedicated team for an ongoing programme | Bakken & Bæck |
| Your budget is at the lower end | Compare: Huge Inc (Not published) vs Bakken & Bæck (Not published) |
| You need specialist depth in a specific vertical | Bakken & Bæck |
| You need staff augmentation or team extension | Neither; consider alternatives that offer staff aug |
| You need consulting before committing to a build | Both may offer discovery engagements |
Use case fit: Huge Inc vs Bakken & Bæck
| Use case | Huge Inc fit | Bakken & Bæck fit | Winner |
|---|---|---|---|
| Enterprise brand and digital product redesign | Strong | Limited | Huge Inc |
| Large-scale web platform modernization | Strong | Limited | Huge Inc |
| AI or conversational-product design for a fast-moving startup | Limited | Strong | Bakken & Bæck |
| Decentralized or crypto platform design and build | Limited | Strong | Bakken & Bæck |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: Huge Inc vs Bakken & Bæck
Bakken & Bæck (4.2/5) is the stronger overall choice for most Product Design projects. A five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase.
Huge Inc (3.7/5) is worth a look if you need large-scale web platform modernization. If your situation matches that, Huge Inc is a competitive option.
Related comparisons
Huge Inc vs Bakken & Bæck FAQ
Is Huge Inc better than Bakken & Bæck?
Bakken & Bæck (4.2/5) scores higher overall, but "better" depends on your use case. Huge Inc's strongest advantage: 26 years of enterprise digital design case studies and brand history. Bakken & Bæck's strongest advantage: 70-person team spans five European cities, giving real multi-market coverage.
How do Huge Inc and Bakken & Bæck differ in pricing?
Huge Inc uses project-based, retainer pricing with a minimum engagement of Not published. Bakken & Bæck uses fixed project, dedicated team pricing with a minimum engagement of Not published. Neither firm publishes a full rate card; a discovery call is required for project-specific quotes.
Which is better for enterprise: Huge Inc or Bakken & Bæck?
Huge Inc is the larger team and typically the better enterprise-scale choice. For very large programmes, verify team size and compliance coverage directly with each agency before shortlisting.
What are the main differences between Huge Inc and Bakken & Bæck?
Huge Inc's primary differentiator is: one of the longest-running agency names on this list, now reset under new private-equity ownership and merged with Hero Digital. Bakken & Bæck's primary differentiator is: a five-city European studio that blends design with genuine computer-science research depth, evidenced by recent AI work for Sierra and Coinbase. They also differ in team size (~1,240 vs 70+), minimum engagement (Not published vs Not published), and primary industries served (Enterprise transformation, Consumer products vs SaaS / B2B software, Financial services / fintech).
Verify all details directly with each agency before making a decision.