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 comfortable with a recently rebuilt 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 | A 1999 agency name rebuilt through a 2024 private-equity sale, the Hero Digital merger, and a new CEO in 2026 | 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
Huge has had a busy two years. Private equity firm AEA Investors bought it from Interpublic Group in December 2024 and merged it with Hero Digital, retiring the Hero brand. Huge then acquired creative studio Both&Yes in October 2025, moved its New York base from Brooklyn to Manhattan the same month, and on January 1, 2026 handed the CEO role to Josh Campo, previously CEO of Publicis' Razorfish. The combined agency runs about 1,240 people. Founded in Brooklyn in 1999, it brings a long enterprise portfolio, but the team you meet today was assembled recently.
Bakken & Bæck
Johan Bakken and Tobias Bæck founded Bakken & Bæck in 2011; Bæck still runs it as CEO. Around 70 people work across Oslo, Amsterdam, Barcelona, Bonn, and London, and several hold computer-science PhDs, which shows in the work. Recent projects include conversational AI products with Sierra and decentralized platforms with Coinbase, alongside IKEA and Norwegian payments app Vipps. The studio takes products from early exploration through launch instead of handing over a design phase and leaving.
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 | |
|---|---|
| + | More than 25 years of enterprise digital design case studies |
| + | About 1,240 people after the Hero Digital merger |
| + | Covers brand, product, web design, and development in one agency |
| + | Both&Yes acquisition (October 2025) added AI-focused creative capacity |
| - | Ownership, structure, and leadership have all changed since December 2024; CEO Josh Campo started in January 2026 |
| - | The company's own claims of double-digit growth since the merger are self-reported |
| - | Engagement sizes aren't published, which makes early budgeting harder for smaller teams |
| Bakken & Bæck | |
|---|---|
| + | Design and computer-science research in one team, unusual for a boutique |
| + | Recent AI and crypto work for Sierra and Coinbase |
| + | Offices in five European cities |
| + | Consumer clients like IKEA and Vipps alongside deep-tech work |
| - | No published pricing or minimum engagement |
| - | Europe-only offices give US clients limited working-hour overlap |
| - | Its AI- and crypto-heavy recent portfolio is a narrower fit for traditional industries |
Who should choose Huge Inc?
A typical fit: enterprise brand and digital product redesign.
A 1999 agency name rebuilt through a 2024 private-equity sale, the Hero Digital merger, and a new CEO in 2026. 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: more than 25 years of enterprise digital design case studies. Bakken & Bæck's strongest advantage: design and computer-science research in one team, unusual for a boutique.
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: a 1999 agency name rebuilt through a 2024 private-equity sale, the Hero Digital merger, and a new CEO in 2026. 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.