Instrument vs Bakken & Bæck: full comparison for 2026
Quick verdict
Bakken & Bæck (4.2/5) edges ahead of Instrument (3.7/5) overall. Bakken & Bæck is the better choice for tech companies (AI, decentralized systems), design plus research. Instrument is the stronger option for brands wanting design bundled with marketing, Stagwell-network. The right choice depends on your project size, budget, and required tech stack.
Instrument vs Bakken & Bæck: head-to-head summary
| Criterion | Instrument | Bakken & Bæck |
|---|---|---|
| Founded | 2006 | 2011 |
| HQ | Portland, OR, USA (also Brooklyn, NY) | Oslo, Norway (also Amsterdam, Barcelona, Bonn, and London) |
| Team size | ~300 | 70+ |
| Rating | 3.7 / 5 | 4.2 / 5 |
| Primary differentiator | Blends product design with brand and marketing services at Stagwell-network scale, backed by a client list spanning Nike, Google, and Airbnb | 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, Webflow, React | Figma, React, Next.js |
| Industries served | Consumer products, Enterprise transformation | SaaS / B2B software, Financial services / fintech, Consumer products |
Instrument vs Bakken & Bæck: overview
Instrument
Instrument started in 2006 as a 15-person production studio in Portland and became a full-service creative agency around 2010. The Code and Theory Network, part of Stagwell, acquired the remaining 49% stake in 2022, so Instrument now operates as part of a larger holding-company network rather than independently. From offices in Portland and Brooklyn, its roughly 300 people handle product design, brand, and marketing work for a client list that includes Nike, Google, Airbnb, Sonos, LinkedIn, and Spotify.
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: Instrument vs Bakken & Bæck
| Capability | Instrument | Bakken & Bæck |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✗ | ✓ |
| Branding | ✓ | ✗ |
| Web development | ✗ | ✓ |
| Mobile development | ✗ | ✗ |
| Design systems | ✗ | ✗ |
Tech stack comparison: Instrument vs Bakken & Bæck
| Framework / platform | Instrument | 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: Instrument vs Bakken & Bæck
| Criterion | Instrument | 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: Instrument vs Bakken & Bæck
| Dimension | Instrument | Bakken & Bæck |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Consumer products, Enterprise transformation | SaaS / B2B software, Financial services / fintech, Consumer products |
| Best use cases | Brand and product design bundle for a consumer tech company, Marketing-led product launch requiring both design and campaign work | AI or conversational-product design for a fast-moving startup, Decentralized or crypto platform design and build |
| Typical project type | Fixed project | Fixed project |
Instrument vs Bakken & Bæck: pros and cons
| Instrument | |
|---|---|
| + | Client list — Nike, Google, Airbnb, Sonos, LinkedIn, Spotify — reflects two decades of growth from a small production shop |
| + | Roughly 300 people across Portland and Brooklyn support sizable, multi-workstream engagements |
| + | Combines product design with brand and marketing services under one roof |
| + | Stagwell network backing provides access to broader marketing and data capabilities |
| - | Fully absorbed into the Stagwell/Code and Theory network since 2022, so clients are hiring a network agency, not an independent studio |
| - | Marketing-and-brand positioning means less singular focus on product design than boutiques built around it alone |
| - | Minimum engagement size isn't published, and the client roster suggests enterprise-level budgets |
| 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 Instrument?
A typical fit: brand and product design bundle for a consumer tech company.
Blends product design with brand and marketing services at Stagwell-network scale, backed by a client list spanning Nike, Google, and Airbnb. Minimum engagement starts at Not published. Works best with clients in Consumer products, Enterprise transformation.
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: Instrument vs Bakken & Bæck
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | Instrument |
| You need a large dedicated team for an ongoing programme | Bakken & Bæck |
| Your budget is at the lower end | Compare: Instrument (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: Instrument vs Bakken & Bæck
| Use case | Instrument fit | Bakken & Bæck fit | Winner |
|---|---|---|---|
| Brand and product design bundle for a consumer tech company | Strong | Strong | Both equally |
| Marketing-led product launch requiring both design and campaign work | Strong | Limited | Instrument |
| AI or conversational-product design for a fast-moving startup | Strong | Strong | Both equally |
| 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: Instrument 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.
Instrument (3.7/5) is worth a look if you need marketing-led product launch requiring both design and campaign work. If your situation matches that, Instrument is a competitive option.
Related comparisons
Instrument vs Bakken & Bæck FAQ
Is Instrument better than Bakken & Bæck?
Bakken & Bæck (4.2/5) scores higher overall, but "better" depends on your use case. Instrument's strongest advantage: client list — Nike, Google, Airbnb, Sonos, LinkedIn, Spotify — reflects two decades of growth from a small production shop. Bakken & Bæck's strongest advantage: 70-person team spans five European cities, giving real multi-market coverage.
How do Instrument and Bakken & Bæck differ in pricing?
Instrument 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: Instrument or Bakken & Bæck?
Instrument 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 Instrument and Bakken & Bæck?
Instrument's primary differentiator is: blends product design with brand and marketing services at Stagwell-network scale, backed by a client list spanning Nike, Google, and Airbnb. 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 (~300 vs 70+), minimum engagement (Not published vs Not published), and primary industries served (Consumer products, Enterprise transformation vs SaaS / B2B software, Financial services / fintech).
Verify all details directly with each agency before making a decision.