Pool

What Pool does

Pool is a Stockholm-based creative communications agency founded in 1997 by Hanna Steiner (CEO) and Arvid Axland (Experience Coach). Originally launched as Pool Interactive — one of Sweden's first web agencies — the firm evolved into an experience-driven communications agency offering brand strategy, visual identity design, creative campaigns, content production, workshops, and PR. Its core offering is built around the proprietary Experience Platform, a four-step methodology (audience mapping, vision crafting, core feeling definition, solution development) that produces a guiding strategic document for how a brand should feel across every channel and touchpoint. The methodology is codified in the book 'Jakten på känslan' ('Catch the Feeling') authored by Arvid Axland, and extends into workshops, lectures, and the Morning Sofa conversational forum.

The agency serves primarily Swedish mid-market and enterprise clients — including Edenred, Kraftringen, Lannebo, KLM, AEG, Gröna Lund, Menigo/Färskvaruhallen, Kronfågel, 4Sound & Yamaha, and Svensk Ventilation — alongside nonprofit organizations such as Mind, Min Stora Dag, and RF-SISU. Pool also operates Pool ID, a sub-brand focused on brand identity, design systems, and packaging. The business model is project-based professional services with bespoke, non-disclosed pricing; go-to-market is founder-led direct sales with personal client engagement and an open New Business Manager role signaling a modest sales build-out. Pool maintains a small team of ~15-20 staff spanning creative direction, copywriting, design, art direction, video production, and finance, with stable long-tenured leadership (controller since 2006). The firm has operated independently for 28 years with no disclosed external funding or M&A activity.

Name

Pool

Legal name

Pool

Website

https://pool.se

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Pool is a Stockholm-based creative communications agency founded in 1997, helping Swedish enterprises and nonprofits build emotionally resonant brand experiences through strategy, visual identity, creative campaigns, content production, and workshops.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Creative Agency Services: Full-service creative agency providing strategy, creative communication, visual identity, production, and follow-up services. Revenue generated through project-based professional services for B2B clients seeking brand and communication solutions.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Pool is a Stockholm-based creative communications agency that helps brands define, amplify, and communicate their brand promise through experience-driven strategy, visual identity, creative communication, and content production. Its proprietary Experience Platform methodology guides clients in articulating the core feeling a brand should evoke, with services spanning strategy formulation, creative concepting, design systems, and campaign production. The agency serves primarily Swedish enterprises and nonprofit organizations with tailored, project-based engagements.

Product overview

Pool is a Stockholm-based creative communications agency offering a unified portfolio of experience-driven services centered around its proprietary Experience Platform methodology. The core offering comprises Visual Identity, Creative Communication, Communication Strategy, and Advertising/PR/Content Production, all designed to help brands create meaningful emotional experiences. Supporting services include the Experience Review (an expert assessment tool), Pool ID (brand design & creative direction), and Workshops & Lectures. The agency also extends its methodology through its published book 'Jakten på känslan' (Catch the Feeling) and the Morning Sofa forum—all unified by the philosophy that strong brands are built through emotional connection rather than transactional messaging.

Differentiator

Problem solved

Functional benefit

Brands

• Pool ID: Brand design and creative direction division of Pool, specializing in brand identity, design systems, brand experience, storytelling, creative concepts, packaging design, and brand guidelines.

Products and services

• Experience Platform (Upplevelseplattformen)
• Visual Identity Strategic visual identity design based on the Experience Platform, covering color, form, typography, imagery, and motion as intentional expressions of brand feeling across channels. Designed for brands seeking scalable, cohesive identity systems that endure over time.
• Creative Communication Creative communications solutions designed to spark emotion, stick in memory, and become part of people's everyday lives. Combines strategic clarity with creative boldness for B2B clients across campaigns and brand activations.
• Communication Strategy Strategic direction for communication including objective setting, sustainable strategy formulation, and KPI definition. Each assignment is positioned within a broader brand journey for long-term client outcomes.
• Advertising, PR & Content Production Production of films, photography, press materials, social media content, live broadcasts, events, and ads. Includes quality assurance against brand guidelines.
• Workshops & Lectures Inspirational talks based on the Catch the Feeling book, facilitation of workshops and conferences, and Business Improv sessions to unlock creative blockages and strengthen teams.
• Experience Review Expert-led assessment of an existing experience (product, service, customer journey, place, event, process, or concept) identifying opportunities for radical increase in experience value and income. Delivers key insights, friction points, and directions for improvement.
• Pool ID (Brand Design & Creative Direction) Brand design services including brand identity, design systems, brand experience & storytelling, creative concepts, packaging design, and brand guidelines & tools. Specializes in scalable identity systems built on nearly 30 years of brand-shaping experience.

Quantifiable outcome

• Mind campaign increased brand awareness from 20% to 28% in 2024, a 40% increase, making Mind the only NGO to significantly increase awareness during the period
• +4 more outcomes

Named customers13 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Kaospilots DenmarkcoreStrategic or Co-development Partner · 1 January 1990Close collaboration with Kaospilots in Denmark during the agency's formative years. This partnership influenced Pool's development of its own creative and strategic process for helping brands undergo transformation and become more emotionally engaging. The relationship helped shape Pool's experience-driven approach.
• UrbanUrbanminorImplementation/ SI/ Consulting PartnerUrbanUrban serves as Pool's recruitment partner, handling candidate management and recruitment processes. Contact email: [email protected]. Used for hiring staff and managing the Teamtailor recruitment platform.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• King (advertising agency): Stockholm-based creative agency offering brand strategy, creative and production; competes with Pool for Swedish enterprise creative briefs.
• Abby Priest: Stockholm creative agency with a similar boutique, brand-led proposition; competes with Pool for design-system and brand identity engagements.
• Åkestam Holst: Stockholm creative agency (part of the NoA network) known for integrated brand and digital campaigns; directly comparable to Pool in client size, service mix and Swedish mid-market/enterprise focus.
• North Kingdom: Swedish experience design and creative agency focused on immersive brand experiences; directly comparable to Pool's Experience Platform and experience-led methodology positioning.
• Forsman & Bodenfors: Stockholm-based creative agency widely regarded as one of Sweden's top brand-building shops; competes with Pool for the same enterprise brand strategy, creative and visual identity briefs in the Swedish market.
• Garbergs: Independent Stockholm creative agency with a comparable full-service offering (strategy, creative, production) and a similar focus on Swedish enterprise clients.
• Perfect Fools: Stockholm-based creative/digital agency with experience-led brand work and a comparable headcount range; competes with Pool for digitally-native brand experiences and creative campaigns.

Broad incumbents

• DDB Stockholm: Swedish office of global network DDB; broader portfolio of advertising, media and creative services than Pool but competes for the same enterprise brand mandates.
• Saatchi & Saatchi Sweden: Swedish presence of global Saatchi & Saatchi network; broader capabilities than Pool but targets the same enterprise brand-building budgets in Sweden.
• TBWA\Stockholm: Swedish arm of TBWA global network offering integrated creative, brand and media solutions; competes with Pool for enterprise clients needing scale and multi-market reach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/pool
• YouTubeyoutube.com/channel/pool
• LinkedInlinkedin.com/company/pool
• Instagraminstagram.com/pool

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pool