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How do you optimise your brand strategies when they overlap and compete with themselves? The Huble team had a unique way of solving this problem.


... deal with competing brands?

Atlas Copco is a global industrial company based in Stockholm, Sweden, and one of the market leaders for compressors, vacuum solutions, generators, pumps, power tools and assembly systems.

The company operates in more than 180 countries, has more than 39,000 employees, and owns over 40 independent brands which operate in various industrial markets.

But with so many brands, Atlas Copco needed a way to ensure it didn’t compete with itself online - creating a brand-neutral website to share and educate would-be prospects.

That’s why Atlas Copco came to Huble Digital, looking for advice and best practice guidance on how to advertise and market their products, as well as educate its prospects.


... the brand with a GDD approach

Huble came up with a Growth-Driven Design-led strategy for the website project, creating a brand-neutral website for Atlas Copco aimed at vacuum technology specialists — Vacuum Science World.

Not only would the website provide bias-free information for online visitors, it would also act as an online journal and industry forum for people to read and download specialised content relevant to their market.

Content ranged from pillar pages on different types of vacuum technologies and levels of vacuum applications to regular blogs, industry events and even book reviews.

"We wanted to build an online content repository to educate our audience."

Atlas Copco needed an online content repository that it could use to educate its target audience at the awareness stage of the buyer’s journey.

Because the company owned so many brands in the same space, it limited the amount of Inbound and paid marketing activity the company could do. Atlas Copco needed a way to divide sales leads and queries across its range of brands.

To drive interested parties to the brands most relevant to them, Huble developed brand-specific journeys on the brand-neutral website (Vacuum Science World), enabling visitors to get to where they wanted to go.


... an entire industry knowledge hub.


Huble created an entire Growth-Driven Design (GDD) website project to launch the Vacuum Science World brand and web forum/content repository.

While working on the initial launchpad website, Huble helped create Inbound content — a pillar page and supporting blog content — to drive visitors to relevant and information on the site.

Today, following the GDD process, the website now consists of several search engine-optimised pillar pages, a knowledge hub, an expert-led video series and a calculation tool as well as regular blogs and eBooks to help educate visitors and drive Inbound leads to relevant Atlas Copco brands.



monthly website visitors



hubspot contacts generated each month

70 %

monthly traffic driven by organic search

36 %

landing page submission rate

Corrie Freudenstein

Vice President of Customer Experience

“Huble Digital was instrumental in creating a knowledge hub which informs and educates the vacuum technology market as well as helping drive our brand strategy and awareness.

“We have witnessed first-hand the benefits of what a well-structured GDD programme can give to organisations - without the usual headaches and time taken to go through a website build.

“Hats off to Huble, they certainly know their stuff!”