We help B2B companies grow
We're a design and strategy studio in Gothenburg. Our clients have built something difficult, such as radiation-hardened processors, predictive-maintenance platforms or engineered turf drainage, and they need buyers to understand it as well as their engineers do.
- 40+
B2B companies
- 5
ventures built
- 2018
founded in Gothenburg
Clear is the whole job
Learn the machine first
We learn how the product actually works before we touch how it looks.
Clear, never dumbed down
The engineer and the procurement lead both read it and nod.
One story, everywhere
The name, the website, the product and the sales deck all tell the same story.
Ship it, don't slide it
AI belongs in Monday's work, not on page twelve of a deck.
Leave the keys
Whatever we build, your team owns it and can change it.
Try it on ourselves first
Our own ventures get our ideas before yours do.
In the room, not on the invoice
We sit alongside your team and stay after launch, until the work is actually in use. Lolo took a month. CapillaryFlow has been four years and counting: a new name, one website for four verticals, a partner portal and the FlowTrack monitoring product.
The people you'll actually work with
Yunan Xing
Lead Digital Product Designer
LinkedIn →
Simon Svanberg
Business Designer
LinkedIn →
Noel Braganza
Co-Founder - Design
Co-founder at Up Strategy Lab. Love design and technology and have helped over 100 organisations understand and work with design thinking.
LinkedIn →
Daniel Nilsson
CEO - Growth
Founder and growth responsible of multiple organizations. Efficiency advocate and a fan of meditation, yoga and calisthenics. Secret skill - Good at solving technical issues
LinkedIn →
Colleen Braganza
Lead Content Strategist
Twenty years in journalism. Now makes complex B2B subjects legible, and keeps the writing honest.
LinkedIn →
We do not just advise. Sometimes we build.
- 2024CynergyBlueUp Strategy Lab is an early investor in Cynergy Blue
- 2020VeloveUp Strategy Lab was an early investor in Velove and contributed towards uplifting their online web presence and SEO authority.
- 2023ProtoAnythingProtoAnything is a joint venture between Up Strategy Lab and The Tool Hub here in Sweden with an aim to provide companies the opportunity to access high quality and fairly priced industrial grade 3D printed prototypes. The vast experience of both parties within manufacturing and production, makes ProtoAnything the ideal partner for companies that are looking to test production grade prototypes in the market before walking down a full-fledged production setup. Essentially we are bringing the agile business design process even to physical products.
- 2022Privasea.aiUp Strategy Lab invested in Privasea.ai to make privacy-preserving computation accessible to every business working with sensitive data. Together, Privasea and Up Strategy Lab are committed to ensuring that compliance, privacy, and security are never a barrier to using data effectively, whether that means encrypted computation, secure data sharing, or deploying privacy solutions at scale.
- 2019MuchSkillsMuchSkills is Up Strategy Lab's own home-grown product, built by the studio from a colour-coded Google Sheets prototype into a globally recognised skills intelligence platform and Major Contender in the Everest Group PEAK Matrix® 2026. It gives organisations a live, searchable map of every employee's skills, certifications, and capabilities, helping consultancies and professional services teams plan workforces, match people to the right projects, and close skills gaps with real data rather than guesswork.
- 2020HardSkillsHardskills is a Sweden based company that enables patent holders and recruiters to connect more efficiently. Patent holders can create an online inventor profile on Hardskills where they display their patents, expertise and unique competencies. They can then easily share this profile with their colleagues, potential recruiters, investors and patent buyers. Recruiters are offered the chance to sign up with Hardskills and access its unique database of individuals with validated specialist expertise and skills. By using Hardskills, recruiters will be able to access some of the smartest candidates on the globe.
The best-built product should be the best understood
That's been the mission since 2018. The newer half is getting AI to do real work inside established businesses, not just appear in board papers.
So we co-founded One AI Advisory with Jenny Holm, working from Zürich and Gothenburg with regulated industries. One AI does the advising and we build everything it ships.
Walk us through your product
Maybe it's the demo that loses people at slide four, or the datasheet nobody finishes. Bring it and you'll talk it through with the people on this page.