Huge Inc vs The Gradient: full comparison for 2026
Quick verdict
The Gradient (4.2/5) edges ahead of Huge Inc (3.6/5) overall. The Gradient is the better choice for Fintech, healthcare, retail — AI-native, limited roster. Huge Inc is the stronger option for large brands, big firm mid-ownership-transition. The right choice depends on your project size, budget, and required tech stack.
Huge Inc vs The Gradient: head-to-head summary
| Criterion | Huge Inc | The Gradient |
|---|---|---|
| Founded | 1999 | 2016 |
| HQ | Manhattan, NYC, USA (relocated from Brooklyn Oct 2025) | Lviv, Ukraine |
| Team size | ~1,240 | 11–50 |
| Rating | 3.6 / 5 | 4.2 / 5 |
| Primary differentiator | One of the largest, longest-running digital firms in this list, now merged with Hero Digital under AEA Investors | A deliberately small, AI-native firm with a notable client list (Qatar Airways, Philips, Daimler AG) unusual for its self-limited scale |
| Pricing model | Project-based, retainer | Fixed project, retainer |
| Min. engagement | Not published | Not published |
| Primary tech stack | Figma, Adobe Creative Suite, React | Figma, Adobe Creative Suite, Design systems/Storybook |
| Industries served | Enterprise transformation, Consumer products | Financial services / fintech, Healthcare, E-commerce / retail |
Huge Inc vs The Gradient: overview
Huge Inc
David Skokna, Sasha Kirovski, Gene Liebel, and Aaron Shapiro founded Huge in Brooklyn in 1999. Most of its history ran inside Interpublic Group, until AEA Investors bought the firm in December 2024 and merged it with Hero Digital; a Manhattan relocation followed in October 2025. Post-merger, the combined firm runs around 1,240 people, with engagement sizes that follow large-agency norms rather than a published rate card.
The Gradient
The Gradient doesn't publish a confirmed founding year, though its 55 Clutch reviews imply several years of delivery history; 2016 is used here as an estimate consistent with that track record. Based in Lviv, Ukraine, the firm keeps itself intentionally small — 11–50 people — a self-imposed cap it frames as necessary to keep senior attention on every engagement rather than scaling into account-management layers. Client names include Qatar Airways, Philips, Daimler AG, and Dubai Financial Market, an unusually strong list for a firm operating at this size, built around an explicitly AI-native design practice.
Services and capabilities: Huge Inc vs The Gradient
| Capability | Huge Inc | The Gradient |
|---|---|---|
| Product design | ✓ | ✓ |
| UX research | ✓ | ✓ |
| Branding | ✓ | ✗ |
| Web development | ✓ | ✗ |
| Mobile development | ✗ | ✗ |
| Design systems | ✗ | ✗ |
Tech stack comparison: Huge Inc vs The Gradient
| Framework / platform | Huge Inc | The Gradient |
|---|---|---|
| Figma | ✓ | ✓ |
| Webflow | ✓ | N/A |
| React | ✓ | N/A |
| Framer | N/A | N/A |
| Adobe Creative Suite | ✓ | ✓ |
| Design systems/Storybook | N/A | ✓ |
| After Effects | N/A | N/A |
Pricing comparison: Huge Inc vs The Gradient
| Criterion | Huge Inc | The Gradient |
|---|---|---|
| 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 The Gradient
| Dimension | Huge Inc | The Gradient |
|---|---|---|
| Best company size | Startup to mid-market | Startup to mid-market |
| Best industries | Enterprise transformation, Consumer products | Financial services / fintech, Healthcare, E-commerce / retail |
| Best use cases | Enterprise brand and digital product redesign, Large-scale web platform modernization | AI-native product design for a fintech or healthcare platform, Retail digital product design for an established brand |
| Typical project type | Fixed project | Fixed project |
Huge Inc vs The Gradient: pros and cons
| Huge Inc | |
|---|---|
| + | 26 years of enterprise digital design history and case studies |
| + | Post-merger headcount (~1,240) supports significant delivery capacity |
| + | Covers brand, product, and web design/development under one roof |
| + | Recent Hero Digital merger brings additional capabilities into the brand |
| - | Sold to private equity firm AEA Investors in December 2024 and merged with Hero Digital — a recent ownership change still settling |
| - | Long tenure inside Interpublic Group followed by a 2024 sale means less continuity than an independently owned firm |
| - | Engagement sizes aren't published, complicating budget planning for smaller teams |
| The Gradient | |
|---|---|
| + | Notable client list (Qatar Airways, Philips, Daimler AG, Dubai Financial Market) is strong for a deliberately small firm |
| + | AI-native positioning is a genuine differentiator versus generalist product design shops |
| + | Deliberately limits its client roster, which the firm frames as preserving senior attention per project |
| + | 55 Clutch reviews imply a substantial track record despite the unconfirmed founding year |
| - | Founding year is not confirmed in available sources beyond an implied multi-year track record |
| - | Deliberately small team (11–50) by design limits capacity for very large or multi-workstream programs |
| - | Minimum engagement is not published, requiring a direct conversation for budget planning |
Who should choose Huge Inc?
A typical fit: enterprise brand and digital product redesign.
One of the largest, longest-running digital firms in this list, now merged with Hero Digital under AEA Investors. Minimum engagement starts at Not published. Works best with clients in Enterprise transformation, Consumer products.
Who should choose The Gradient?
A typical fit: AI-native product design for a fintech or healthcare platform.
A deliberately small, AI-native firm with a notable client list (Qatar Airways, Philips, Daimler AG) unusual for its self-limited scale. Minimum engagement starts at Not published. Works best with clients in Financial services / fintech, Healthcare, E-commerce / retail.
Decision matrix: Huge Inc vs The Gradient
| 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 The Gradient (Not published) |
| You need specialist depth in a specific vertical | The Gradient |
| 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 The Gradient
| Use case | Huge Inc fit | The Gradient fit | Winner |
|---|---|---|---|
| Enterprise brand and digital product redesign | Strong | Limited | Huge Inc |
| Large-scale web platform modernization | Strong | Limited | Huge Inc |
| AI-native product design for a fintech or healthcare platform | Limited | Strong | The Gradient |
| Retail digital product design for an established brand | Limited | Strong | The Gradient |
| Fixed-price product build | Limited | Limited | Both equally |
| Dedicated design team augmentation | Limited | Limited | Both equally |
Verdict: Huge Inc vs The Gradient
The Gradient (4.2/5) is the stronger overall choice for most Product Design projects. A deliberately small, AI-native firm with a notable client list (Qatar Airways, Philips, Daimler AG) unusual for its self-limited scale.
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 The Gradient FAQ
Is Huge Inc better than The Gradient?
The Gradient (4.2/5) 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. The Gradient's strongest advantage: notable client list (Qatar Airways, Philips, Daimler AG, Dubai Financial Market) is strong for a deliberately small firm.
How do Huge Inc and The Gradient differ in pricing?
Huge Inc uses project-based, retainer pricing with a minimum engagement of Not published. The Gradient uses fixed project, 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 The Gradient?
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 firm before shortlisting.
What are the main differences between Huge Inc and The Gradient?
Huge Inc's primary differentiator is: one of the largest, longest-running digital firms in this list, now merged with Hero Digital under AEA Investors. The Gradient's primary differentiator is: a deliberately small, AI-native firm with a notable client list (Qatar Airways, Philips, Daimler AG) unusual for its self-limited scale. They also differ in team size (~1,240 vs 11–50), minimum engagement (Not published vs Not published), and primary industries served (Enterprise transformation, Consumer products vs Financial services / fintech, Healthcare).
Verify all details directly with each firm before making a decision.