Make your deep tech as easy to buy as it was hard to build
For semiconductor, sensing and energy hardware companies whose engineering is years ahead of how they explain it. We build the brand, website, specialist search and partner programme that give engineers the depth they came for and procurement the reassurance it needs, so buyers arrive at the first meeting already knowing what you make.
- Red Dot Design Award
- 40+B2B companies
- 5ventures built
- MITDesign Lab background
Simplify it, and your CTO kills the launch
You've probably seen it happen. An agency arrives with a mood board, the copy gets simplified until it's technically wrong, and the launch dies in engineering review.
Frontgrade GaislerOne site, three readers who want opposite things
The engineer
Searches by part number or architecture and wants the specification within two clicks. Frontgrade Gaisler's buyers type LEON and NOEL-V by name, and already know exactly what they need.
The procurement lead
Wants evidence you'll still be supporting the part years from now: standing, track record and a company that looks like it belongs in the category.
Your CEO
Wants the brand to match the technology, so you're seen as the category leader rather than a small supplier.
Built so engineers nod rather than wince
A brand that survives close reading
Identity and messaging built around how your buyers decide, so it still holds up when an engineer reads every line.
Room for every product line
A site structured by product family and buyer role, so a new vertical gets a home rather than a separate brand.
Found by the people already searching
Specialist buyers search in part numbers and standards. We make sure those searches end on your pages.
Partners who actually sell
Clear partner categories and material distributors reach for first. Our channel methodology has been used by more than 150,000 people, including teams at Canon and Tele2 IoT.
Where the story now matches the engineering
Radiation-hardened microprocessors for space. Brand evolution, a new website, information architecture rebuilt around how aerospace and defence buyers assess vendors, and SEO for the terms they search, in six months.
Touch sensing that buyers should grasp before the demo, not after it. We did all of it: brand, website, graphic style, videos, animation, content, SEO strategy, landing pages, sales strategy and AI training.
Charging hardware, explained well enough for buyers to act on. We made the FreePower name and logo, the brand, the website and its graphic style, and kept optimising the site.
We highly recommend Up Strategy Lab. They are exceptionally professional, efficient, and highly responsive to their clients' needs. Their ability to understand and deliver on the client's requirements makes them an excellent partner to work with.
Susanne FolkessonCommunications Manager, Frontgrade GaislerUp Strategy Lab is a trusted partner that helps us handle a lot of the strategy behind sales and marketing and how to translate that into tangible deliverables like website, improved sales process, pitch decks and communication. We continue working with USL across various facets of our commercial strategy.
Kuba KameckiPartnerships & Alliances, TG0
Related work
We do the reading first. Your questions, answered.
Can a design agency understand our technology well enough to write about it?
Yes, if it does the reading first. Up Strategy Lab maps your business model, product lines and buyer roles before any design starts, then runs workshops with engineering, sales and leadership. Your engineers check the technical substance instead of briefing us from scratch. We've worked this way on radiation-hardened processors for Frontgrade Gaisler and predictive-maintenance software for Viking Analytics.
How long does a deep tech website and brand project take?
Most run from a few months to about a year. Frontgrade Gaisler's brand evolution, website, information architecture and aerospace and defence SEO took six months. Viking Analytics ran for nine months across its website, partner programme and platform. Our published projects range from one month to over a year, and we stay on through adoption after launch.
Can one brand cover several markets or verticals?
Usually, yes, and it's normally cheaper and stronger than a brand for each market. For CapillaryFlow we handled the rename from Capillary Concrete and built one website serving four verticals, plus a partner portal. The site architecture carries the differences between markets, so the brand doesn't have to.
Do you work with deep tech companies outside Sweden?
Yes. Up Strategy Lab has been based in Gothenburg since 2018 and works with clients across Europe, the US and Asia. Deep tech and hardware clients include Frontgrade Gaisler, TG0, FreePower, Viking Analytics and CapillaryFlow, many of them selling to specialist buyers on several continents.
How do we start without committing to a large project?
Start with a call. We look at the product and the story first and agree what to fix before you commit a bigger budget. Projects are priced to the scope, so tell us your budget and we'll show what fits.
Let your buyers understand what you've built
Tell us about the technology and who buys it. We'll tell you plainly where the story falls short and what we'd fix first.