Jokula

What Jokula does

Jokula is a private Icelandic design agency headquartered in Reykjavik (Armuli 40, 108 Reykjavik), operating as a 12-person distributed team across Reykjavik, Denver, Stockholm, and Granada, covering three timezones. The firm delivers a comprehensive suite of creative and strategic design services including UI/UX research and design, branding and visual identity, web design and development, accessibility consulting and auditing, design system creation, illustration, and motion design. A distinguishing capability is the Eye Scanner Service, a proprietary user research tool combining eye-tracking hardware with biometric measurement (heart rate, galvanic skin response) to assess where users look and how they emotionally respond during usability testing; the firm also publishes a 10-heuristic Accessibility Framework that codifies its accessibility methodology.

The agency's client base is anchored in Icelandic enterprises across healthcare (Landspítali national hospital), retail (Elko, Walmart), energy (Orkan), telecommunications (Nova), government and political organizations (Píratar), sports (Björninn hockey team), and e-commerce (Fly Fishing Bar). International delivery is demonstrated through a Walmart advertising system engagement executed in partnership with San Francisco-based Big Bad Goose, while delivery partnerships with Advania (implementation) and ICE-SAR (campaign) extend execution capacity beyond the core team.

Commercially, Jokula operates a sales-led, project-based professional services model with custom quote-based pricing and multi-year contract cadence, supported by inbound channels (content marketing on UX and accessibility, LinkedIn, Instagram, Facebook, and an email newsletter) and direct client engagement via the website. Revenue, ownership, funding, and incorporation details are not publicly disclosed.

Name

Jokula

Legal name

Jokula

Website

https://jokula.is

Company type

Private

Operating status

Operating

Short description

Jokula is an Icelandic design agency offering branding, UI/UX design, web development, accessibility consulting, and design systems, supported by a proprietary eye-tracking and biometric research capability. It primarily serves Icelandic enterprises across healthcare, retail, energy, and government, with select international clients including Walmart.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Design Services: Project-based design services including brand identity, web design, UX/UI design, accessibility consulting, and illustration services. Revenue generated through client engagements and project fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Jokula is a design agency that delivers brand identity development, UI/UX design, web design and development, accessibility consulting, design system creation, and illustration services. The agency serves businesses of various sizes, providing user-friendly, accessible digital experiences for clients across healthcare, retail, telecommunications, energy, government, sports, and e-commerce industries. A distinguishing capability is the in-house Eye Scanner Service that combines eye-tracking with biometric measurement to evaluate user experience during usability testing.

Product overview

Jokula is a design agency offering a comprehensive suite of creative and strategic services. Their core offerings include UI/UX design, branding, web design and development, accessibility services, design system development, and illustration. A distinctive service is their eye-tracking research capability, which uses specialized equipment to analyze user behavior and emotional responses during usability testing. The agency serves diverse clients across healthcare, e-commerce, government, and various industries, applying principles of accessibility and performance to all projects.

Differentiator

Problem solved

Functional benefit

Products and services

• Eye Scanner Service Eye-tracking research tool that measures where users look on a screen during usability testing, combined with a body scanner measuring heart rate and skin electrical resistance to gauge user emotions and stress levels. Used for user testing of websites and digital products.
• UI/UX Design Services User interface and user experience design services including research, wireframing, prototyping, and usability testing to create intuitive digital products.
• Branding Services Brand identity development including logo design, visual identity systems, typography, color palettes, and brand guidelines.
• Accessibility Services Web accessibility consulting and auditing services to ensure digital products meet accessibility standards and are usable by people with disabilities.
• Design System Development Creation of scalable design systems that unify visual identity, tone of voice, and digital strategy across multiple platforms and touchpoints.
• Web Design and Development Website design and development services creating user-friendly, accessible, and performant web experiences.
• Illustration Services Custom illustration services for branding, marketing materials, and digital products.

Quantifiable outcome

• 60% increase in logins, 17% fewer calls, 12% fewer walk-ins, 20% fewer emails (Vörður design system project)
• +2 more outcomes

Named customers10 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

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AdvaniacoreImplementation/ SI/ Consulting PartnerAdvania is mentioned as a development partner for the LSH hospital project, having started collaboration with Jokula before transitioning to work directly with Landspítali's internal teams. Also collaborated on Advania CO2 carbon calculator project with their internal dev team.
• Big Bad GooseminorStrategic or Co-development PartnerSan Francisco-based company collaborated with Jokula on the Walmart advertising system project - partnership for developing the comprehensive advertising platform.
• ICE-SAR (Landsbjörg)minorStrategic or Co-development PartnerCollaboration on rescue Santa Claus costume design for Fagkaup's Gefum Saman Christmas campaign - costume designed in collaboration with ICE-SAR to ensure distinct design from official rescue gear.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• North Kingdom: Swedish interactive experience studio delivering digital products, branding, and immersive experiences for global brands. Comparable Nordic-rooted boutique with similar enterprise clients and emphasis on craft-driven design.
• Ustwo: Digital product studio offering brand, UX/UI, and design-system services to enterprise clients. Closely comparable to Jokula in service mix and project-based studio model, though larger and London-headquartered.
• Manual: Boutique design and brand agency serving consumer and tech clients with branding, identity, and digital design services. Comparable in size, positioning, and project-based enterprise engagement model.
• Bakken & Bæck: Norwegian design and technology studio with offices in Oslo, Berlin, and Amsterdam offering branding, digital product, and design-system services. Strong peer given Nordic origin, similar studio size, and overlapping service lines in brand and digital design.
• Work & Co: Digital product agency delivering UX, design, and engineering for major brands (e.g., Google, Facebook). Comparable in that it pairs branding/digital-product work with measurable business outcomes for enterprise clients, similar to Jokula's Walmart and Landspítali engagements.

Broad incumbents

• Huge: Global experience design agency offering strategy, UX, brand, and technology services to large enterprises. Overlaps heavily with Jokula's offering but at significantly greater scale and geographic reach.
• Pentagram: Independent design consultancy known for high-profile brand identity and visual systems work. Comparable in brand-identity craft and project-based model, but operates at a larger scale with named-partner structure.
• R/GA: Large global digital agency offering brand, product, marketing, and data-driven experience design. Overlaps with Jokula on Walmart-class enterprise work and design-system engagements but operates as a full-service network.
• Frog Design: Global design and innovation consultancy delivering brand, product, and service design for multinational clients. Overlaps with Jokula on enterprise brand and product design but at much larger scale and broader portfolio.
• IDEO: Iconic global design and innovation firm with deep expertise in human-centered design, branding, and digital products. Comparable design methodology (research-led, accessibility-aware) but operates at vastly larger scale and resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookis-is.facebook.com/jokula.is
• LinkedInlinkedin.com/company/jokula
• Instagraminstagram.com/jokuladesign

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Jokula