Instrument vs Bakken & Bæck: full comparison for 2026
Quick verdict
Bakken & Bæck (4.2/5) edges ahead of Instrument (3.8/5) 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 | 3.8 / 5 | 4.2 / 5 |
| Primary differentiator | Campaign US 2026 Design Studio of the Year, combining product, brand, and marketing design inside Stagwell's Code and Theory Network | 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 began in Portland in 2006 as a 15-person production studio and became a full creative agency around 2010. The Code and Theory Network, part of Stagwell, bought the remaining 49% stake in 2022, so it runs inside a holding-company network. That hasn't slowed it down. Campaign US named Instrument Design Studio of the Year in its 2026 Agency of the Year awards, and in August 2026 Jack De Caluwé returned as chief creative officer after nearly nine earlier years at the agency. Around 300 people work from Portland and Brooklyn for clients such as Nike, Google, Airbnb, Sonos, LinkedIn, and Spotify.
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: 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 | |
|---|---|
| + | Named Design Studio of the Year at Campaign US's 2026 Agency of the Year awards |
| + | Client list includes Nike, Google, Airbnb, Sonos, LinkedIn, and Spotify |
| + | About 300 people across Portland and Brooklyn handle multi-workstream programs |
| + | Brand, marketing, and product design are available from one team |
| - | Fully owned by Stagwell's Code and Theory Network since 2022 |
| - | Marketing and brand work take up much of its portfolio, which dilutes its product design focus |
| - | No published minimum, and the client list points to enterprise budgets |
| 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 Instrument?
A typical fit: brand and product design bundle for a consumer tech company.
Campaign US 2026 Design Studio of the Year, combining product, brand, and marketing design inside Stagwell's Code and Theory Network. 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 (3.8/5) 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: named Design Studio of the Year at Campaign US's 2026 Agency of the Year awards. Bakken & Bæck's strongest advantage: design and computer-science research in one team, unusual for a boutique.
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: campaign US 2026 Design Studio of the Year, combining product, brand, and marketing design inside Stagwell's Code and Theory Network. 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.