News · 25 Sept 2026
Midnattsbris and Lukins Labs partner up
TL;DR: Midnattsbris and Lukins Labs are joining forces. By pairing Östersund's premier brand and communications agency with our AI-native performance and product studio, we offer B2B companies one unified growth engine — from brand platforms to AI visibility and scalable pipeline.
Midnattsbris, the Östersund-based brand and communications agency, and Lukins Labs, the AI-driven B2B growth studio, are entering a strategic partnership.
From a shared project to a shared conviction
Our paths first crossed during a joint client engagement, where Midnattsbris and the agency I represented held two distinct, complementary roles. Watching their team execute up close left a lasting impression — their absolute lack of agency fluff, their focus on actual business value, and the calibre of the people behind the work. It was something I couldn't let go of. Shortly after founding Lukins Labs, I sent Hampus a direct message on LinkedIn. That single conversation sparked an instant alignment, and quickly grew into the partnership we're announcing today.
Built differently from day one
Midnattsbris was born on a summer night in the forests of Jämtland, founded by Jennie-Lie and Hampus with a mission to build an agency that puts human relationships and long-term client value first. What sets them apart in modern B2B:
No hourly billing: They broke away from traditional agency time-tracking because selling hours misaligns incentives. Instead, they operate on true partnership and shared commercial outcomes.
Data-driven brand craft & HubSpot CRM: From brand platforms, film and visual identity to end-to-end HubSpot rollouts, replacing fragmented toolchains with clean revenue engines for clients like Skogsverket, Accigo, Voltiva and Härjeåns.
Culture with substance (Hybreeze): Combining fierce creative ambition with warmth and humility, proving that top-tier commercial work thrives without sharp elbows.
Why brand and performance belong together
In modern B2B, brand architecture and performance distribution can no longer live in separate silos.
A distinct, well-crafted brand makes every performance krona work twice as hard — reducing customer acquisition costs and creating buyer trust before sales ever reaches out. In turn, disciplined performance infrastructure and AI search visibility prove which narratives actually convert into pipeline.
By uniting Midnattsbris's brand strategy and HubSpot expertise with Lukins Labs' performance engines and AI visibility, clients get one cohesive growth partner with zero handoff friction.
In their words
"Kaspars, founder of Lukins Labs, is one of the most brilliant and humble people I've ever had the privilege of working with. This will lead to huge competitive advantages for clients of both companies." — Hampus Wickström, Strategic Head of Brands, Midnattsbris
"I first experienced Midnattsbris in action during a shared client engagement, and both the quality of their craft and the integrity of their team simply stuck with me. When I founded Lukins Labs, reaching out to Hampus was one of the first things I did. They have proven that ditching hourly billing in favour of genuine partnership and deep brand craft drives real commercial impact. Bringing our AI visibility and performance engine alongside their brand platform gives modern B2B companies the complete growth engine they actually need." — Kaspars Lukins, Founder, Lukins Labs
What's next
We are already collaborating across shared client engagements, proving the model in real time. If you want to explore how brand architecture and AI-driven growth can work as one for your business, reach out directly at hello@lukinslabs.com or via our Contact page.