Pushing Buttons

What Pushing Buttons does

Pushing Buttons Kommunikation AB is a Stockholm-based strategic communication agency founded in 2018, specializing in campaigns, visual identities, design, branding, and communication strategies for Swedish civil society organizations, labor unions, advocacy groups, political parties, and public sector entities. The firm operates from two Stockholm addresses (Medevigatan 5 and Tyska Brinken 24 in Gamla stan) and positions itself as an extended communications department for movement organizations and member-based groups, helping clients build unified visual identities, run advocacy and membership campaigns, and shape public opinion on social, democratic, and labor issues.

The agency's offering is structured around five integrated service lines: Design Services (web, digital, film, animation, report layout, packaging), PR and Public Affairs (opinion building, advisory, crisis communication, press relations, training), Strategy and Branding (positioning, audience and awareness surveys, messaging and brand platforms), Identity Services (graphic profiles, brand audits, tonality guidelines, text identity), and Campaign and Marketing (creative concepts, advertising, content production, digital advertising, SEO, social media). Delivery is led by CEO and brand strategist Pontus Willebrand, supported by a multidisciplinary team of seven full-time staff (operations, graphic designers, senior designer, copywriters, PR strategist, writer, developer) plus a freelancer network, with notable senior hires including PR strategist Märit Rön nols (ex-Sveriges Tidskrifter) and senior designer Johannes Blomgren (ex-KIND Conceptual Branding).

Pushing Buttons generates revenue through project-based professional services fees, with a sales-led go-to-market targeting decision-makers in Swedish civil society and public sector organizations. Notable clients include RFSL, Stockholm Pride, LO, IF Metall, Olof Palme International Center, Fastighets, GS Facket, ABF, RSMH, Vänsterpartiet, Ånge Kommun, GoVego, Total Arkitektur, and BQ Redovisning. The company is privately held, founder-led, has no external funding rounds, no parent company, no subsidiaries, and operates under a collective agreement with Unionen. There is no proprietary software platform, no app, and no disclosed AI capabilities; the company's competitive position rests on domain specialization, integrated creative and strategic delivery, and a recognized portfolio within the Swedish movement-organization segment.

Name

Pushing Buttons

Legal name

Pushing Buttons Kommunikation AB

Website

https://pushingbuttons.se

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pushing Buttons is a Stockholm-based strategic communication agency founded in 2018, delivering campaigns, visual identities, design, and PR services to Swedish civil society organizations, labor unions, advocacy groups, and public sector clients through a 7-person core team and freelancer network.

Ownership category

akta.pro rank

Product category

Advertising & Marketing Services

NAICS

Public Relations Agencies (54182), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro industry

PRIMARYBPAFADAB

Public Affairs, Government Relations & Lobbying

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

SECONDARYMPAAADAI

Media Relations & Press Office Services

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Public Relations & Communications Agencies

SECONDARYBPAFADAO

Event PR & Communications Support

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

SECONDARYBPAFADAM

Social Media & Community Management (PR-led)

Business & Public Services/Marketing, Advertising & PR Services/Public Relations & Communications

Keywords

• Strategic communication
• Visual identity design
• Campaign development
• Brand strategy
• Public affairs consulting

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Communication and Design Services: Pushing Buttons generates revenue through providing strategic communication, design, branding, campaign, and PR services to civil society organizations, unions, member organizations, and public sector clients in Sweden. Revenue is project-based and likely varies by scope and client.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Pushing Buttons is a Stockholm-based strategic communication agency that delivers campaigns, visual identities, design, branding, and communication strategies. It serves Swedish civil society organizations, trade unions, advocacy groups, political parties, and public sector clients with an integrated portfolio spanning design, PR/public affairs, strategy, identity, and campaign execution. The agency functions as an extended communications department for member-based and movement-driven organizations.

Product overview

Pushing Buttons is a strategic communication agency focused on social change, operating as a single-service consultancy rather than a software platform. The company offers an integrated portfolio of five core service lines: Design Services, PR and Public Affairs, Strategy and Branding, Identity Services, and Campaign and Marketing. These services are delivered together as holistic communication solutions tailored for civil society organizations, trade unions, advocacy groups, and public sector entities. The agency specializes in serving movement organizations and member-based groups, helping clients communicate their messages effectively across digital and physical channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Design Services Comprehensive design services including web design, digital design, film and animation, report layout, packaging design, and annual report design, delivered for civil society organizations, advocacy groups, and social change actors in Sweden.

Quantifiable outcome

• RSMH campaign achieved over 1.6 million accounts reached, nearly 4.9 million impressions, over 17,000 clicks, and 450% increase in search for 'bältesläggning' during campaign period

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Ånge KommunminorStrategic or Co-development Partner · 26 June 2023Framework agreement (ramavtal) for communication and design services with Ånge municipality, supporting the municipality's communication needs for initiatives like Campus Ånge.
• Paper ProvinceminorStrategic or Co-development Partner · 26 June 2023Framework agreement (ramavtal) with Paper Province, a business cluster working within forest-based bioeconomy, for communication and design services.
• Team CottonminorImplementation/ SI/ Consulting PartnerProduction company partner for advertising film production, collaborating with Pushing Buttons on projects like BQ Redovisning's advertising campaign.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Springtime Creative: Stockholm-based purpose-led communications and creative agency working with mission-driven organizations. Directly comparable in positioning around social impact and integrated campaign delivery.
• Volontaire: Stockholm-based purpose-driven communications agency serving civil society, NGOs, and progressive organizations. Closely comparable to Pushing Buttons in niche specialization, size, and mission-aligned positioning within the Swedish market.
• Narva: Stockholm-based B Corp creative agency focused on purpose-led branding and communications for organizations with social missions. Comparable in values-driven positioning and integrated design + strategy offering.
• Stendahls: Swedish creative agency offering brand strategy, design, and communications. Comparable as an established mid-sized independent Swedish agency with multi-sector client base including public-interest organizations.
• Deportivo: Stockholm-based creative agency with strong portfolio across culture, public sector, and consumer brands. Comparable in creative ambition, mid-sized boutique structure, and integrated campaign capabilities.
• The New Division: Stockholm-based purpose-driven creative agency focused on brand strategy and campaigns for socially responsible clients. Comparable boutique scale and values-aligned positioning in the Swedish market.
• Garbergs: Established Swedish creative and communications agency offering branding, campaigns, and PR services. Comparable integrated offering and Sweden-wide client base, though larger and broader in scope.

Broad incumbents

• Forsman & Bodenfors: One of Sweden's largest and most awarded independent creative agencies, offering strategy, advertising, and digital. Overlaps significantly with Pushing Buttons' offering but operates at much greater scale and serves commercial brands as well as cause-based clients.
• Åkestam Holst: Major Stockholm-based creative agency within the NoA network, known for integrated campaigns and brand building. Comparable service mix but at significantly larger scale with broader commercial clientele.
• DDB Stockholm: Network-affiliated creative agency in Stockholm offering advertising, branding, and digital communications. Comparable service portfolio but with the resources of a global network and broader commercial focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pushing-buttons
• Instagraminstagram.com/pushingbuttons_se

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Pushing Buttons