Huge Inc vs Doberman: full comparison for 2026
Quick verdict
Doberman (3.8/5) edges ahead of Huge Inc (3.6/5) overall. Doberman is the better choice for Nordic/European enterprises, service design backed by EY network. Huge Inc is the stronger option for large enterprise brands, big agency mid-restructure. The right choice depends on your project size, budget, and required tech stack.
Huge Inc vs Doberman: head-to-head summary
| Criterion | Huge Inc | Doberman |
|---|---|---|
| Founded | 1999 | 1998 |
| HQ | Manhattan, NYC, USA (relocated from Brooklyn Oct 2025) | Stockholm, Sweden (also Oslo and Copenhagen) |
| Team size | ~1,240 | 100+ (within EY's global network) |
| Rating | 3.6 / 5 | 3.8 / 5 |
| Primary differentiator | One of the oldest agency names on this list, now rebuilt through a 2024 AEA Investors acquisition and Hero Digital merger | Nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition |
| Pricing model | Project-based, retainer | Enterprise consulting engagement (project-based or retainer) |
| Min. engagement | Not published | Not published |
| Primary tech stack | Figma, Adobe Creative Suite, React | Figma, Miro, Adobe Creative Suite |
| Industries served | Enterprise transformation, Consumer products | Financial services / fintech, Enterprise transformation |
Huge Inc vs Doberman: overview
Huge Inc
Huge started in Brooklyn in 1999 under founders David Skokna, Sasha Kirovski, Gene Liebel, and Aaron Shapiro, and spent most of its history inside Interpublic Group. That changed in December 2024, when private equity firm AEA Investors bought the agency and merged it with Hero Digital; Huge then relocated its HQ to Manhattan in October 2025. Post-merger headcount runs around 1,240 people, and — like most agencies at this scale — engagement sizes aren't published, following large-agency norms instead of a fixed rate card.
Doberman
Doberman started in Stockholm in 1998 and grew into a 100+ person design and innovation firm with studios in Stockholm, Oslo, and Copenhagen before EY acquired a majority stake, folding it into EY's much larger consulting network. Its client list spans Google, Swedish banks, and public-sector organizations, and Doberman positions itself around service and product innovation rather than pure visual design — helping organizations design new services and customer experiences, not just interfaces.
Services and capabilities: Huge Inc vs Doberman
| Capability | Huge Inc | Doberman |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✓ | ✓ |
| Branding | ✓ | ✓ |
| Web development | ✓ | ✗ |
| Mobile development | ✗ | ✗ |
| Design systems | ✗ | ✗ |
Tech stack comparison: Huge Inc vs Doberman
| Framework / platform | Huge Inc | Doberman |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | ✓ | N/A |
| React | ✓ | N/A |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | ✓ |
| Design systems/Storybook | N/A | N/A |
| After Effects | N/A | N/A |
Pricing comparison: Huge Inc vs Doberman
| Criterion | Huge Inc | Doberman |
|---|---|---|
| Minimum engagement | Not published | Not published |
| Engagement models | Fixed project, Retainer | Fixed project, Retainer |
| Rate transparency | Minimum disclosed | Minimum disclosed |
| Price tier | Mid-market | Mid-market |
Target audience comparison: Huge Inc vs Doberman
| Dimension | Huge Inc | Doberman |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Enterprise transformation, Consumer products | Financial services / fintech, Enterprise transformation |
| Best use cases | Enterprise brand and digital product redesign, Large-scale web platform modernization | Service design for a Nordic bank or public-sector organization, Product innovation engagement backed by a large consulting network |
| Typical project type | Fixed project | Fixed project |
Huge Inc vs Doberman: pros and cons
| Huge Inc | |
|---|---|
| + | 26 years of enterprise digital design history and case studies |
| + | Post-merger headcount (~1,240) supports significant delivery capacity |
| + | Service range spans brand, product, and web design and development |
| + | The Hero Digital merger adds capabilities beyond the original Huge offering |
| - | Sold to private equity firm AEA Investors in December 2024 and merged with Hero Digital — a structural change still settling |
| - | Long tenure inside Interpublic Group followed by a 2024 sale means less continuity than an independent studio |
| - | Engagement sizes aren't published, complicating budget planning for smaller teams |
| Doberman | |
|---|---|
| + | Nearly three decades of continuous operation since 1998, longer than most European boutiques on this list |
| + | Three-city Nordic studio footprint (Stockholm, Oslo, Copenhagen) |
| + | EY's majority-stake backing provides access to a much larger global consulting network |
| + | Client list includes Google alongside major Swedish banks and public-sector organizations |
| - | Majority acquired by EY, so clients are hiring into a large consulting network rather than an independent boutique |
| - | Nordic-centered office footprint may mean less overlap with US or APAC business hours |
| - | Team size figures blend Doberman's own ~100 staff with EY's much larger combined network, making direct capacity comparison harder |
Who should choose Huge Inc?
A typical fit: enterprise brand and digital product redesign.
One of the oldest agency names on this list, now rebuilt through a 2024 AEA Investors acquisition and Hero Digital merger. Minimum engagement starts at Not published. Works best with clients in Enterprise transformation, Consumer products.
Who should choose Doberman?
A typical fit: service design for a Nordic bank or public-sector organization.
Nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition. Minimum engagement starts at Not published. Works best with clients in Financial services / fintech, Enterprise transformation.
Decision matrix: Huge Inc vs Doberman
| Your situation | Recommended choice |
|---|---|
| You need full-ownership delivery on a defined project scope | Huge Inc |
| You need a large dedicated team for an ongoing programme | Check each company's engagement model |
| Your budget is at the lower end | Compare: Huge Inc (Not published) vs Doberman (Not published) |
| You need specialist depth in a specific vertical | Huge Inc |
| You need staff augmentation or team extension | Neither; consider alternatives that offer staff aug |
| You need consulting before committing to a build | Both may offer discovery engagements |
Use case fit: Huge Inc vs Doberman
| Use case | Huge Inc fit | Doberman fit | Winner |
|---|---|---|---|
| Enterprise brand and digital product redesign | Strong | Strong | Both equally |
| Large-scale web platform modernization | Strong | Limited | Huge Inc |
| Service design for a Nordic bank or public-sector organization | Limited | Strong | Doberman |
| Product innovation engagement backed by a large consulting network | Strong | Strong | Both equally |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: Huge Inc vs Doberman
Doberman (3.8/5) is the stronger overall choice for most Product Design projects. Nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition.
Huge Inc (3.6/5) is worth a look if you need large-scale web platform modernization. If your situation matches that, Huge Inc is a competitive option.
Related comparisons
Huge Inc vs Doberman FAQ
Is Huge Inc better than Doberman?
Doberman (3.8/5) scores higher overall, but "better" depends on your use case. Huge Inc's strongest advantage: 26 years of enterprise digital design history and case studies. Doberman's strongest advantage: nearly three decades of continuous operation since 1998, longer than most European boutiques on this list.
How do Huge Inc and Doberman differ in pricing?
Huge Inc uses project-based, retainer pricing with a minimum engagement of Not published. Doberman uses enterprise consulting engagement (project-based or retainer) pricing with a minimum engagement of Not published. Neither firm publishes a full rate card; a discovery call is required for project-specific quotes.
Which is better for enterprise: Huge Inc or Doberman?
Huge Inc is the larger team and typically the better enterprise-scale choice. For very large programmes, verify team size and compliance coverage directly with each agency before shortlisting.
What are the main differences between Huge Inc and Doberman?
Huge Inc's primary differentiator is: one of the oldest agency names on this list, now rebuilt through a 2024 AEA Investors acquisition and Hero Digital merger. Doberman's primary differentiator is: nearly three decades of Nordic service-and-product-design work, now backed by EY's global consulting network after its majority-stake acquisition. They also differ in team size (~1,240 vs 100+ (within EY's global network)), minimum engagement (Not published vs Not published), and primary industries served (Enterprise transformation, Consumer products vs Financial services / fintech, Enterprise transformation).
Verify all details directly with each agency before making a decision.