When people don’t feel – they don’t buy

If people don’t feel something for your brand, chances are – you simply don’t exist in their world. Brands that neglect the emotional experience risk wasting money on communication that doesn’t move the needle – or worse: slowly losing ground to competitors. But there’s a better way. That’s where Pool comes in.

When should you call Pool?

Get in touch when you need marketing communication that truly makes a difference – whether you want to attract new customers or increase the perceived value of what you offer.

We’re a strong partner when you’re launching something new, revitalizing your brand, or want more people to understand – and feel – the real value you deliver. That goes for both customers and employees.

Our services

With Pool, you get support all the way – from strategy and creativity to execution and follow-up. Whether you’re facing a specific communication challenge or looking to take your brand to the next level, we’re here to help. Read more about our services below.

The Experience Platform is a strategic tool that helps you create communication and experiences people want to return to.
The result is a clear guiding document that defines how your brand should feel – across every channel and touchpoint. Through our proven process, we take you through four focused steps:
1. We map out your audiences’ motivations, your brand, and the context you operate in
2. We craft a vision that creates meaning and emotional engagement
3. We define the core feeling your brand should evoke
4. We develop solutions that consistently create that feeling across every interaction
In short: a guide for your entire organization’s communication – built on what people truly care about.
A strong visual identity is more than just design – it’s a strategic tool for conveying the feeling of your brand.
When crafted the right way, it becomes a visual expression of your brand promise – strengthening recognition, clarity, and emotional connection at every touchpoint.
At Pool, we create visual identities based directly on your Experience Platform. That means color, form, typography, imagery, and motion are all intentional expressions of the feeling your brand wants to evoke.
We design with purpose – to anchor the experience, amplify your communication, and ensure a cohesive expression across time and channels.
We can start from scratch or build on what you already have. Always with the experience at heart – and business impact in mind.
In a time when attention is expensive and your audience is bombarded by competitors, creativity is your strongest currency. The most powerful ideas are the ones people want to engage with, talk about, and share.
At Pool, we create ideas that turn communication into an experience in itself – ideas that spark emotion, stick in the memory, and find a place in people’s everyday lives.
We combine strategic clarity with creative boldness and the courage to explore new directions – often far beyond what’s expected. Ready for a creative journey with Pool?
P.S. You’ll never be left hanging. All our concepts are reviewed by a certified advertising publisher (VARU) to ensure they’re legally sound – and communicatively sharp.
To succeed in communication, you need more than just a great idea – you need a clear direction. We see every assignment as part of a broader brand journey, where the goal is defined and the strategy shows the way forward.
We help you set the right objectives, craft a strategy that is both inspiring and sustainable, and define the KPIs that indicate we’re on the right path.
An idea is just the beginning. A strong strategy or brilliant concept can easily be lost if the production lacks quality, coherence, or fails in the details.
We make sure every idea lands with precision. We produce films, photography, press materials, social media content, live broadcasts, events, and ads – from TikTok competitions to 3D-printed Christmas ornaments and zombie pranks.
Even if we're not handling the production ourselves, we offer quality assurance to ensure everything aligns, evokes the right feeling, and stays true to brand guidelines.
Inspirational Talks
Based on the book Catch the Feeling, we share insights, methods, and real-life examples of how meaningful experiences can move both brands and people.
Facilitation of Workshops and Conferences
We lead workshops that generate results, engagement, and direction. With proven co-creation methods and experienced facilitators, we help teams think together – no matter the challenge. We tailor the format to your reality and make sure every perspective is heard.
Business Improv
Innovation takes more than well-designed processes – it requires presence, trust, and the courage to think freely. We unlock creative blockages and strengthen teams with tried-and-tested exercises that spark laughter, depth, and new energy.

Pool’s Values

Sustainable Growth

We believe in the power of long-term relationships – with clients, colleagues, and the surrounding community. For us, long-term thinking means creating communication that strengthens both brand and business over time. We aim for partnerships where we do something meaningful together – where you, we, and the end customer feel that what we create truly matters. That goes for both the results and the collaboration. Internally at Pool, long-term commitment means fostering a culture where people want to stay, grow, and make an impact. We know that’s the foundation for lasting client relationships as well.

Kindness

Pool is a communications agency where kindness is our default setting. It shapes how we treat each other, our clients, and our partners. When we genuinely want the best for one another, we build relationships that last – even when times are tough. We don’t believe in hierarchies or finger-pointing, but in the power of lifting each other up. To us, kindness isn’t just a value – it’s a way of working. Our processes are designed to foster psychological safety, creative excellence, and long-term relationships. Quite simply, we grow as individuals, teams, and as a company by being kind.

Passion

We genuinely love what we do. Passion drives every idea, every meeting, and every delivery. It’s what brings us to work with joy, curiosity, and a sense of purpose. It’s the voice that says: “Today, I’m going to make a difference. For the team. For the client. For the person we want to reach. And ideally, for society at large.” When we’re passionate about a project, it shows. It shines through in our solutions and it strengthens our collaborations. Passion isn’t just a feel-good quality – it’s a key success factor.

From Digital Pioneers to Experience-Driven Communications Agency

In the late 1990s, two newly graduated graphic engineers saw a window open. Digitalisation was about to change everything, and Hanna Steiner and Arvid Axland wanted to help shape the future. They founded Pool Interactive – one of Sweden’s first web agencies – helping companies find their footing in a rapidly emerging digital reality.

But Hanna and Arvid quickly realised it wasn’t just about new channels – it was about new ways of creating value. Communication needed to become more human, more emotional – and above all, more experience-based. Inspired by the experience industry and in close collaboration with the Kaospilots in Denmark, Pool developed its own creative and strategic process to help brands, regardless of industry, undergo transformation and become more emotionally engaging in their communication. And most importantly: to see themselves as creators of meaningful experiences for the world around them.

Soon, the term “ad agency” began to feel too narrow. This led to a new positioning as a communications agency with a clear ambition: to help businesses create meaningful experiences in everything they say and do.

We wrote the book Catch the Feeling (originally Jakten på känslan), which became a manifesto for our philosophy, and began sharing our insights through lectures and coaching – to help more brands play a more meaningful role in people’s lives.

The agency of the future

Pool has been called an ad agency, a branding agency, a communications agency, and an experience agency. To us, the label matters less than the outcome. What truly counts is what we help create. Over the years, we’ve helped numerous brands define, amplify, and communicate their brand promise in ways that bring meaning to people’s lives – and deliver stronger margins for our clients.

The results speak for themselves: many acclaimed and award-winning initiatives, and most importantly, real business impact and highly satisfied clients (just ask them!).

Pool is still only 28 years young, and we look forward to inspiring and supporting many more clients in the decades ahead. Our ambition is to keep leading the development of emotional communication and experience design. Our mission is to help businesses and people grow through meaningful experiences. We do that through client collaborations – and by sharing our knowledge in books, talks, and workshops.

Get in touch

Get in touch with Hanna if you want to change the world together. It will be fun!
You’ve come to the right place. We’re a happy bunch and make every workday something to look forward to. See open positions.
Your pursuit of emotion starts here. Read more about internships at Pool here.