We are back for another great interview on our podcast on how to unlock your world of creativity. Our guests today join us on our around-the-world journey where we talk to creative practitioners about how they get inspired and how they organize ideas. And most of all, how they gain the confidence and the connections to launch their work out into the world. Today we have the pleasure to  travel to one of my favorite cities in the world, Stockholm, Sweden, to have a chat with Fredrik and Erik of the SNASK agency

SNASK is an internationally renowned creative agency that makes kick-ass branding, design & film. So much so that some of their clients have described them as “Disneyland for graphic designers.” They are a different kind of company they also describe themselves as a creative agency of misfit geniuses conquering the world through fine-looking design and real emotions. Often reminding their clients that they are their client’s future romance.

A few tips that they share with us that all hold steady to their stellar performance in their industry are:

• Passion as a creative is very important.
• Build a team around you that is equally passionate about what they do. It makes it easier for them to show up.
• They remind us that when people have a creative passion they do not come to work at 10:00 A.M. They get up early and go after it. 
• We should not be afraid to stand out in the world no matter what our craft is. And it is ok to be bold and colorful even as a  brand agency in a Minimalistic place like Stockholm 
• Remember to have a balance of both work and fun in order to thrive.

In a  professional world built on conservative ideas and frameworks and structures, one look at their website and you will immediately notice that their work is very emotional. It's very provocative. It's very colorful and energetic. Which has made them stand out as an agency over the years which in fact gave them the creative consistency they needed to stand out in the industry.

In conclusion, they also give us some insight into, pitching the work and how to convince the client which campaign to go with. Both Erik and Fredrik agree that it's all about taking the client by the hand and leading them through the process. Like you lead someone to the dance floor. You can't just throw a new design in their face without an explanation. You need to take them on a journey on the thought behind the strategy, and how it connects with the brand. And then make sure that this makes a lot of sense to them as much as it does make sense to you as the pitcher.

You can find more information about this agency of misfit geniuses on their website https://snask.com

Instagram: snasksthlm

Frederik Öst’s Instagram: freddiemeup

Erik Kockum’s Instagram: fessus

Meet partners in crime - Fredrik Öst and Erik Kockum, Branding Experts with vulnerability and anti-machismo. 

First off, let me tell you a little about who Fredrik Öst & Erik Kockum are…

"Freddie" was adopted from South Korea and raised in Northern Sweden after being found outside a police station. Erik is a confused and misunderstood misfit genius who believes that the feeling of freedom and allowance of making mistakes is the key to creativity.

Fedrick and Erik have co-founded a kick-ass creative agency, combining their expertise in branding, design & film. This of course after being told they needed 10 years of experience in the industry before starting their own agency. They ditched the norms and started up Snask with zero years of experience 14 years ago! 

Snask is a rare combination of real emotions and playfulness. Of fine lookin' design and kick-ass branding. And I guarantee through their stories, insights, and just being in their presence you will have an awakening to your inner creativity! 

Here are some highlights of our conversation:

• How to's
• What's the key to creativity?
• How to build brands and connect with customers 
• The process of creating any service- Films, branding etc
• How to turn an idea into content 
• How to go beyond the 'BS' in client meetings
• How they create a brand strategy for brands
• Snask 101
• The meaning behind their mantra – Make Enemies & Gain Fans.
• What does "Snask" mean? 
• How Snask creates a culture of trust and creativity
• Their new Beer Shower Beer - Snask
• Life lessons 
• What is machismo and how to break out of it 
• Realizing that "being wrong" isn't that scary
• How not to be afraid of what other people think.
• Why lead with vulnerability and empathy?

Mark Stinson

Copyright 2025 Mark Stinson

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