AT THE LAB
AT THE LAB is a Calgary-based, founder-led creative agency providing brand strategy, visual identity, website design, and marketing services to industrial companies in construction, manufacturing, energy, and electrical sectors across Western Canada.
- Company typePrivate
- Founded2023
- HeadquartersCalgary, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AT THE LAB does
AT THE LAB is a Calgary-based, founder-led creative agency that provides brand strategy, visual identity, website design, and ongoing marketing services exclusively to industrial-sector clients in construction, manufacturing, energy, and electrical verticals. The firm operates four service lines — Strategy, Branding, Marketing, and Digital — delivered through a three-stage Discovery, Alignment, and Execution process, and delivers its web builds on the Webflow platform. Its revenue model is a mix of project-based professional services engagements for brand and website builds and a smaller slice of recurring retainer work (most visibly social media management) for select long-tenure clients such as Sabre Limited.
The agency's go-to-market is direct-to-client enterprise field sales, with inbound driven by an SEO-optimized portfolio website, a LinkedIn presence, case studies with quantified outcomes, a ScoreApp-powered brand assessment tool, and Calendly-booked consultation calls. Named enterprise customers include Sabre Limited, Summit Electric, Ampere Alliance, APX, and TMM Projects, alongside a smaller Mortgage Group engagement; the firm cites 30+ clients served cumulatively. Operations are headquartered at 220 11 Ave SE in Calgary, Alberta, with a stated "global team" positioning that is not yet supported by disclosed international offices or clients.
AT THE LAB is privately held and bootstrapped, with no disclosed institutional investors, funding rounds, parent entities, or M&A activity. The team comprises roughly six core members led by Founder Neil Smith and Co-Founder Jessica McDonald, with the firm signaling intent to add contractors and additional roles. There are no AI/ML capabilities, patents, regulatory actions, or technology products disclosed beyond Webflow-based website builds.
AT THE LAB firmographics
Firmographics- Name
- AT THE LAB
- Legal name
- At The Lab
- Website
- https://atthelab.ca
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AT THE LAB is a Calgary-based, founder-led creative agency providing brand strategy, visual identity, website design, and marketing services to industrial companies in construction, manufacturing, energy, and electrical sectors across Western Canada.
- Ownership category
- akta.pro rank
Where AT THE LAB is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
AT THE LAB business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Brand Strategy Services: Project-based professional services including brand strategy, identity systems, and marketing ecosystem development for industrial companies.
- Website Design & Development: Custom website design and Webflow development services delivered as part of comprehensive brand and marketing projects.
- Ongoing Marketing Management: Retainer-based social media management and brand maintenance services for existing clients.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
AT THE LAB product offering
Product offeringCore offering
AT THE LAB is a Calgary-based creative agency that provides brand strategy, visual identity systems, marketing systems, and website design/development services exclusively to industrial companies. The firm runs a three-step process (Discovery, Alignment, Execution) and delivers measurable business outcomes such as sales pipeline generation, social media growth, and increased search visibility for clients in manufacturing, construction, energy, and electrical sectors.
Product overview
AT THE LAB is an industrial brand and marketing agency offering four core service areas: Strategy (brand strategy, market positioning, audience & competitor analysis, brand architecture), Branding (logo design, visual language, brand identity systems, brand guidelines), Marketing (marketing strategy, LinkedIn & social content systems, advertising assets, email & sales materials), and Digital (website design, Webflow development, UX/UI design, digital brand systems). These services are delivered through a three-step process: Discovery, Alignment, and Execution, with seamless integration of creative and production for innovating solutions. The company specializes in helping industrial companies modernize their brand, clarify their message, and build marketing systems that win trust and better projects.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategy Brand strategy service covering market positioning, audience and competitor analysis, and brand architecture, delivered to industrial clients as a foundational engagement.
- Branding Visual branding service including logo design, visual language systems, brand identity systems, brand guidelines, and full brand packages for industrial companies.
- Marketing Marketing systems service including marketing strategy, LinkedIn and social content systems, advertising assets, and email and sales materials designed to generate opportunities for industrial clients.
- Digital Digital service including website design, Webflow development, UX/UI design, and digital brand systems that bring industrial brands to life online.
Quantifiable outcome
- $16.4M in sales pipeline generated for Sabre Limited from digital campaign
- +3 more outcomes
Companies that use AT THE LAB
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles1 record
AT THE LAB technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AT THE LAB partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
AT THE LAB competitors and assessment
Company assessmentDirect peers
- Sagefrog Marketing Group: A B2B marketing agency specializing in industrial, manufacturing, and technical sectors, offering brand strategy, website development, and digital marketing similar to AT THE LAB's integrated services.
- Heinz Marketing: A B2B marketing agency focused on technology, industrial, and manufacturing clients, providing strategy, content marketing, and demand generation comparable to AT THE LAB's offering.
- Tilt Metrics: A digital marketing agency focused on industrial and manufacturing brands, providing SEO, web design, and content marketing comparable to AT THE LAB's industrial digital offering.
- Idea Grove: A B2B branding and PR agency focused on industrial, technology, and manufacturing clients, with comparable brand-building and digital marketing service capabilities.
- SmartBug Media: A B2B marketing agency serving industrial and technology clients with branding, web design, and inbound marketing, overlapping significantly with AT THE LAB's integrated service model.
- Bluetext: A Washington DC-based B2B marketing and branding agency with strong industrial and federal vertical focus, offering similar strategy, branding, and digital services to AT THE LAB.
- Gorilla 76: An industrial B2B marketing agency serving manufacturers and industrial brands with brand strategy, web development, and demand generation, with a comparable focus on manufacturing and industrial verticals.
- Revenue River: A B2B marketing and HubSpot agency serving industrial and manufacturing clients, with comparable branding, web development, and digital marketing capabilities.
- Industrial Strength Marketing: A Dallas-based B2B marketing agency exclusively focused on industrial and manufacturing clients, offering branding, web design, and digital marketing services very similar to AT THE LAB's positioning and vertical specialization.
- Elevation Marketing: A B2B marketing agency with strong industrial and manufacturing vertical focus, providing brand strategy, content marketing, and demand generation services aligned with AT THE LAB's integrated offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
AT THE LAB social profiles
Digital presenceAT THE LAB financial estimates
Financial estimateRevenue estimate
Valuation estimate
AT THE LAB leadership team
Management profileNumber of profiles
Profiles6 records
AT THE LAB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AT THE LAB M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AT THE LAB
What does AT THE LAB do?
AT THE LAB is a Calgary-based creative agency that provides brand strategy, visual identity systems, marketing systems, and website design/development services exclusively to industrial companies. The firm runs a three-step process (Discovery, Alignment, Execution) and delivers measurable business outcomes such as sales pipeline generation, social media growth, and increased search visibility for clients in manufacturing, construction, energy, and electrical sectors.
Is AT THE LAB a public or private company?
AT THE LAB is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AT THE LAB founded?
AT THE LAB was founded in 2023. It employs 11 to 50 people.
Where is AT THE LAB based?
AT THE LAB is headquartered in Calgary, Canada, in the North America region.
How does AT THE LAB make money?
Three revenue lines are on record. Brand Strategy Services are the primary driver. The others are website Design & Development and ongoing Marketing Management.
Who are AT THE LAB's main competitors?
Direct peers on record are Sagefrog Marketing Group, Heinz Marketing, Tilt Metrics, Idea Grove, SmartBug Media, Bluetext, Gorilla 76, Revenue River, Industrial Strength Marketing and Elevation Marketing.
Does AT THE LAB have an API?
No public API is recorded for AT THE LAB.