The Snask way of becoming a successful creative entrepreneur
BIS Publishers Building Het Sieraad Postjesweg 1 1057 DT Amsterdam The Netherlands T (31) 020 515 02 30 F (31) 020 515 02 39 bis@bispublishers.nl www.bispublishers.nl ISBN 978-90-6369-297-1 Copyright © 2012 BIS Publishers and SNASK All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without permission in writing from the copyright owners. While every effort has been made to trace all present copyright holders of the material in this book, any unintentional omission is hereby apologized for in advance, and we should of course be pleased to correct any errors in acknowledgements in any future editions of this book.
SPECIAL THANKS Rudolf Van Wezel (of course), every one at Snask (none mentioned, none forgotten), Martin Clinton, KarlssonWilker, Paul Sahre, Carl Mikael Byström, our parents & families, Richard von Essen, Micael Dahlén, Hans Brindfords, Erik Åslin, Per Björklund, Karin Karlsson, Tony Peart, Sofia Proisy Lesnik, Alfons Ray Bullarif, Corinne Weidmann, Gabriele Colombo, Hanna Athley, Hanna Rönn, Ida Ekholm, Isabella Fridén, James Langham, Jamie McIntyre, Joakim Lundin, Katryna Jones, Konrad Bialowas, Kornelia Knutsson, Kristoffer Westerholm, Lina Forsgren, Louise Robinson, Maria Libert, Martin Edlund, Matteo Di Gioia, Michael Crozier, Nikolay Vanchev, Octave Abaji, Riccardo Marras, Richard Gray, Robbie Scott, Simon Wallin.
DESIGN www.snask.com AUTHORS Fredrik Öst & Magnus Berg PHOTOGRAPHY Too many people PAPER 120 gsm wood free paper BODY TYPE FF Scala DISPLAY TYPE Tungsten Medium PRINTER 我们不知道 – WWW.SNASK.COM
WRIT TEN BY
FREDRIK ÖST & M AGN US BERG
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CONTENTS
Background – Created in 72 hours Foreword – Written by karlssonwilker – PART ONE Carlisle – Close to everything Stockholm – The dog years – PART TWO Make enemies – It's great Say yes – It's more fun When you die – Deathbed should be fun Take over the world – Why wait until tomorrow Pee on yourself – It will set you free Niche and edge – Fuck being a full service agency Show your balls – Whereever, whenever and everywhere Pink lies – Better than white one´s – PART THREE Case study – A student essay about Snask Showroom – A.k.a pretty pictures Outro: – Consigliere - The future? Manifesto – What we believe
07 08
10 28
52 68 80 92 102 110 120 130
148 156 186 191
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B A C KG R O U N D
CREATED IN 72 HOURS
In early spring 2012 in our office in Stockholm, Freddie felt restless and sent a Swenglish email with loads of spelling mistakes all over the globe. 24 hours later Snask had a book deal. Acting instead of thinking had proven successful. Our unexpected appearance in people’s inbox had made an impression and publishers all over the world were saying yes. In the Netherlands no less than Rudolf Van Wezel, founder of BIS Publishers and Frame Magazine, also said yes to releasing Snask’s first book “Make Enemies”. We promised Rudolf a crowd pleaser and international bestseller. This made Rudolf very happy and together we created a plan to make it happen. We live by the rule “you’re no better than your last performance”, so we set out to ensure that “Make Enemies” would exceed Snask’s earlier achievements. We figured that if Britney Spears can shave her head and return to Sunset Boulevard in pride and glory, then we most definitely can write an amazing, soul-shaking and inspiring bestseller. Like Liam and Noel Gallagher “Make Enemies” had to be the perfect match between life, love and business. Celebrating the birth of the fresh, young, vibrant new world and the death of the old, conservative, dull and grey one. Overloaded with work and with no idea of how long time it takes to write a book, we did like most famous people have done. We drove to a friend’s distant country house and wrote the entire book in 72h. Our journey begins now and it will go with a roar. Open a bottle of your finest Chardonnay. For better or worse, you’ll need it...
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FOREWORD
WRITTEN BY KARLSSONWILKER
Dear reader, We met Freddie about five years ago here in our studio in New York. He was with us for about a week, checking how we do things and helping us out a bit where he could. We instantly liked him back then. And we still like him. We have never met Magnus, but we have seen photos of him. He also gets called a pussy quite often in this book, so we are sure we like him a lot too. We have loosely followed their path over the past few years and we like what we see: Idiots at work, and in the best possible way. We just finished flicking through the manuscript of this book—it all sounded so eerily familiar to our own beginnings (albeit less grand, we didn't have a film division and an overall agency feel), but the stories, lessons, and failures are similar—and definitely very, very entertaining and honest. If we take away anything from this book, it's that we feel the strong urge to "Make Enemies": So, if you don't like Swedish hipsters, try us. We're older, more established, savvier, more trustworthy, better looking, and can by now distinguish between a Chardonnay and a Barolo. Please contact us for new business.
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And now, a strong finish with a quote from the book: "…because New York is bigger, better, stronger and of course cooler than Stockholm." (see page 28) Thank you, guys, 'nuff said. In the end, we're writing this with the deepest admiration for Magnus and Freddie, for starting and running their own business, with (almost) no fear, only their own integrity, humour, and energy. Here's to everyone running their own studio, if only for a day. Jan Wilker & Hjalti Karlsson, karlssonwilker, Inc. NYC, July 1, 2012
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CHAP TER ONE
CARLISLE – CLOSE TO EVERYTHING
O
Our fairy tale starts back in 2007 in a crappy town called Carlisle in the north of England. Like Forrest feels for Bubba, we, Freddie and Magnus, feel that for each other. If you don’t know about Forrest and Bubba then you should probably see more film. We met on a coach from Manchester to Carlisle. Blissfully unaware of the war-zone that we were heading to, we shared seats. We casually spoke about the weather and about all of questionable Swedes around us. We discussed the unknown city up north that was soon to be our home, and what we were doing on that bus and how was it possible that one of the other male Swede’s looked like a gay-lesbian-poker-player! We knew that Freddie was on that bus because a Swedish teacher had fooled him and others that Carlisle was “close to everything”. This same Swedish teacher also convinced Magnus that Carlisle was “the creative hub of England”. It of course turned out that it was rather the opposite. Carlisle, the great border city is not close to everything and it’s not the creative hub of England. It is in fact England’s arsehole. This has been said to us by every English speaking person alive and we have lived there so we ought know. The city is filled with women with crocked gold teeth, very mini-skirts and way too much make-up. The men are bulldogs dressed in their tribal uniform of tracksuits and Burberry cap.
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Well-heeled locals referred to them as chavs, scallys or simply cunts. Looking back, we remember how Magnus bought a girls bike and how old British men screamed (as you do) “...ARE you fucking gay mate?” when he rode around the city. Maybe it’s just us being Swedish metrosexuals, but doesn’t everyone know and especially the older British man know that girl’s bikes are by far the best choice to avoid serious crotch damage. After continued and sustained public humiliation, Magnus sold his ladies bike. He was scared of getting his ass kicked. Freddie remembers: Magnus is a lovely person but the biggest pussy the world has ever seen. He has told me over and over that if we would get into a fight its every man for himself and that he will run away. Did he seriously expecting an Asian gay looking guy to stand a chance all by himself against mad English bulldogs? In the beginning of our student years we focused on what’s important in a student’s life namely, booze, babes and avoiding making babies. We especially kept away from a lass called Stacy (Let’s call her that to keep us out of trouble), a bird who weirdly enough dreamt of having a Swedish baby. The patriot in us both were proud of her choosing Sweden over Norway (we will speak more about Norway another time), but at the same time terrified of knocking dear Stacy up and being forced to settle in Carlisle and ending up as a chav. Can you imagine our terror? To avoid making babies at a too early age we ignored Stacy’s calls and focused on parties, dj-ing and studies. Remember kids; you’re just not ready to raise small people when you haven’t even learnt how to take care of yourself. After one year in ‘the great border city’ we decided to flee. We had been to Glasgow before and found it to be a real city with people, culture, fun and madness. We decided to try and change our university from the Cumbria Institute of the Arts to Glasgow School of Arts. To impress the head of Graphic Design at Glasgow School of Arts we created Wandy Darehol. Bought at a local second-hand shop, he started life as a
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regular teddy bear, but we set about re-building him and transforming him by cutting him open, inserting a steel skeleton and turning him into a supreme bear with loudspeakers in his ears. We connected him to a tape recorder with a play, pause and rewind button. Like Robocop was to law enforcement Wandy Darehols life had one purpose only; he was our message to the head of graphic design at Glasgow School of Arts. The message was a very cocky challenge and it made it clear that Glasgow School of Art needed better students. Students such as us. He urged them to call us and on his back was a cellphone attached with three numbers in it. One to us, one to Ronaldo and one to Jesus Christ. However, Wandy Darehol did not complete his mission. On his arrival the teachers tore up the package like kids on Christmas day. They never saw the charger for the phone and threw him away with the wrapping. We spent 72 hours putting him together and in the end he was a total failure. We went to Glasgow a year later for an exhibition and talked to one of the teachers and mentioned Wandy Darehol. They were very surprised. “What? Was that you guys who sent it? It was amazing but the phone didn’t work” It was then that we realised they had thrown away the charger. As we went by the teacher’s office we saw Wandy Darehol standing on a shelf all tired, dusty and alone. What did we learn from that? That it’s a great story and life is about great stories. Your Grandchildren will love them and you will love hearing them bragging to their friends about how peculiar and interesting their Granddad or Grandma is. And while on the subject of lessons another lesson we quickly learned was about entrepreneurism. First lesson in entrepreneurism is to not call yourself an entrepreneur. It’s a douche-bag way of describing yourself. The next lesson is that you, me and just about everyone loves money. And here goes the story about how we earned our first bit of cash: The fairytale is not about how much money we made, we made dog shit. Instead it’s about how we in the start knew nothing about pricing and how to value our work.
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We had been asked to create a graphic identity, brand manual, website, business cards and compliment slip. Before sending our quote we discussed our pricing strategy. Our idea was to charge what would cover our expenses (beers, condoms, taxi-fare etc) in Stockholm over the summer. Great approach… We now know that you should never talk about price, you should stress your own positive effect on the job in hand. Anyway, we threw a digit on the table: “... can 2000€ be too much?” (20 000 Swedish kronor, divided by two is 10 000 kr each). We quickly realised that we had no idea why we had suggested 2000€ and decided to double it to 4000€. Almost shitting ourselves we e-mailed our quote. Seconds turned to minutes, minutes to hours. No answer. Had we shot ourselves in the foot? All of a sudden an e-mail arrived: “... Are you morons fucking idiots? We will never pay 4000€. Nah, only joking. The money will be in your bank account tomorrow”. So what can you learn from this? First of all that our quote was ridiculously low. They must have figured us as fools. We also learnt that 4000€ is a drop in the ocean, but at the time when we were throwing random digits in the air it worked just mighty fine for us. In seconds and without knowing why, we had doubled our price, our income and the amount of fun we could have over the summer. We screamed with joy and laughed all the way to the bank. Thanks to showing our balls we managed to avoid having have to go to Leeds over the summer to be guinea pigs for the medicine industry. We later read about these clinics in Leeds in the Swedish newspapers. Alarming news about poor Swedish students going there for easy money and returning with brain damage. Phew. After five years in the business we are still raising our prices and the value of our work. So make sure you don’t charge too little. It will ruin everything and could mess with your head. Another thing that we have learnt is that shitty city’s like Carlisle are in fact absolutely great, at least for motivation. Without the city grinding
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us down we wouldn’t have studied so damn hard and learnt so much about design. And then we wouldn’t have got into the Computer Arts Graduate Showcase of 2007. All those minutes, hours and days of hating life and the city we were living in, has made us who we are today. Instead of watching trains, eating haggis or turning to hate crime with the locals, we organised club nights and went to Leeds, Glasgow and Newcastle to feed our need of fun. At the final exhibition in Art school Magnus got thrown out (1) and wasn’t allowed to exhibit his work because the teachers didn’t like his mounting. He still got work and became successful so if you are still a student, don’t worry too much about it. Its what you do in the days and weeks after graduation that really matters.
1) Sorry mum I don´t think I´ve told you. I´m still invited for christmas, right?
Just a cool picture of us before all the ugly photos begin.
Similar outfits in winter. Yes, it looks ridiculous. It is taken in Carlisle 2005 and Magnus has added some snow to make it look like winter. He isn't our retourcher at work and neither should he do it privately. The similar outfits were a coincidence.
A Christmas card sent to the gorgeous women in our local paper shop. We bought the card from another paper shop to piss them off but they got happy anyway and invited us to share mulled wine with them when we got back. We blushed and our cheeks were rosy.
Wandy Darhol was bought at a local second hand shop. The skeleton was a green flower pin and the sound system was an old Walkman. When we found him he was innocent but he became a grim mascot for our Carlisle frustration.
The 40 Litre punch party poster for a party we held in our 5 floor apartment (England loves narrow homes on many floors).
Top DJ's of Carlisle? Yepp, that's what they called us. It's like being called the best rock band in Andorra, doesn't really say anything about your musical talents. It's interesting how they can spell Freddie, Frederik and Frederick in an article shorter than a joke by Tim Vine. The Indian buffet wasn't our idea and in the end we never managed to go to Edinburgh for the rally. However, we did go to Leeds with Tom and Phil to rock out!
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CHAP TER T WO
STOCKHOLM – THE DOG YEARS
"I arrived in Stockholm in August 2007 to help with the opening of our first Scandinavian store. Freddie was working part time with us then. He was among the very first people to warmly welcome me to Sweden. I liked him from the off. We spoke often about the work he was doing outside of American Apparel and as mentioned in this book he did some of his very early work with us. Freddie was our go to guy when the shit hit the fan due to his seemingly endless amount of resourcefulness, healthy work ethic and huge capacity for drinking beer with me. These very same traits are being used to full effect by the whole of the Snask team now and I absolutely love it. Skål!" /Martin Clinton, District Manager, American Apparel Feeling like Kanye West in 2004 , Magnus didn’t care much of being a college dropout. Instead of beating ourselves up, we flew home with the first low-price airline we could find. We had shaped an idea of a company now known as Snask. Freddie had wanted to set-up Snask in heaving metropolis, like New York or London, cities where we had done our internships. For Freddie it was deadly important, because New York is bigger, better, stronger and cooler than Stockholm. Freddie had thought little about that Snask had few or no friends in the Big Apple, or the Big Smoke, he just wanted to be too cool for school. Stockholm is packed with drop dead gorgeous women. Women, that men from all over the globe would die to meet and when the opportunity arose and wank themselves
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senseless to. Freddie of course knew this but Magnus prompted him further and convinced him that life wouldn’t be as fun without close friends and family anyway. When we arrived in Stockholm, Magnus, who was the biggest pussy in the world (Read: still is), got scared and decided to start to work for another agency. To earn some extra cash when setting up Snask, Freddie took employment at American Apparel who just launched their first store in Scandinavia. One of our first gigs was for American Apparel, sign painting their shop windows and creating print material for the opening party for their store at Götgatsbacken in Stockholm. If you ever travel to Stockholm pay a visit to Götgatsbacken. You can find all the hipsters there including Freddie, either put a bullet in their head or hug them like you’ve never hugged a person before. You decide (if you decide to shoot them make sure you run down Magnus who is most likely hiding around the corner trying to look tough smoking in a pink shirt with ironic print of panda bears hugging). During our first few months in business our bank account cried tears of sorrow. Snask had no studio and Freddie worked from home. This is an extremely destructive way of setting up a company. After many buts’ and maybes we decided to rent a space. Was it smart of us to spend some of our first money on shared office space? Yes. It was and just to go and fucking do it. Having somewhere to go that is not your kitchen table and meeting other people calling themselves ‘creative’ will set you free. At this point another Swedish student from Carlisle decided to quit his job at IKEA as an art director to join and help establish Snask. His name was Petter and together with Freddie moved into the studio where Magnus a.k.a pussy was working. As the weeks went by Magnus started to feel shit when he saw how much fun Petter and Freddie were having at Snask, while he was forced to produce quantity instead of quality. One night we were walking in the snow on a way to a Christmas party and we discussed that Magnus would never become filthy rich and popular with the girls if he didn’t join
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Snask immediately. Magnus, scared like a little furry chicken kept on walking in silence, and the day after called Freddie and told him that he just quit his job. Hours later he signed to join Snask with a pink feathered pen. Sick of sharing space, we started to look for our own castle. We quickly found a studio that we loved at Riddargatan 38, Stockholm. In the 80s it had been a wine cellar but gangsters had robbed it, so some local photographers moved in and changed it into a photography studio. They used it for 6 years and then one morning one of them realised that for their type of photography they needed daylight. The studio is in a cellar. We still can’t understand why they needed 6 years to figure that something was wrong… Our studio is 150 square metres and owned by us. That means that if we really really really want, we can pee on the walls and puke in the corners. The studio was way too big for only the three of us. We knew then, and are still confident now that if you surround yourself with the best people the world has to offer then you will lead a fantastic life. Since our castle had room for plenty of people, we decided to start our quest for a better life through putting out an ad (2): — 23 March 2009 We are Snask. We are a Design & Art Direction agency. Life feels fucking great and we were thinking of creating a family on Östermalm - Riddargatan 38. The office has been a photo studio for 6 years. The plan is that it will continue as a studio and we also thought of building a screen-printing area in the darkest corner of the place. The price is 2 500kr a month - plus vat of course! Moving in date is 1 May. Everything is really simple. Are you someone creative: Photographer, animator, stop-motion-freak, moviemaker, sculptor, artist, designer, illustrator, copywriter or journalist? Then this will be fucking perfect, call us! 2) We received lots of applicants in the end resulting in us creating Snask Film.
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Sorry kids, we don’t mean to sound unpleasant. We are really nice, but we also want you to be fucking great at what you are doing. If you are we can win big projects together and earn lots of cash as well. It’s also about life-long romances and personal chemistry. Warmest regards Magnus, Petter and Freddie
36 people responded and most of them did not live up to our high standards and rules. The two that did grab our attention though was Daniel and Oskar. Daniel, operating within Direction and Animation looked like a French painter from the 1920s and his work fucked people’s minds. Oskar, working as a cinematographer, looked like the offspring of a fisherman forcing himself upon a hipster in a Wes Anderson movie. As he strolled around the studio he sort of dragged his wellington boots on the floor (he still does). We are not sure if you follow, but think Michael Jackson, when trying to learn how to Moonwalk but forward instead of backwards. They were not just really sociable, “special” and extremely talented. They were also working with something completely different, meaning that we could work together without fighting over the budget and the same money. Our gut instinct said YES! So we invited them both to share our dream and future by moving in together with us at Riddargatan 38. Life at the studio was great. We were having the time of our life and we hosted parties every weekend. The girls from the model agency across the street came over on Friday’s as well as the geeks from the soundediting studio further down the road. We all had a blast but something was missing. We realised that fun parties aside, we wanted to inspire people to go their own way. At Art school, we had often talked about that we should start our own school. This has still not happened and until that day we have focused on lecturing, perhaps finally one day to be invited to
New Office When we moved into our new studio in 2008 we found out that the fastest way of getting stuff in was to shove things through the window. However, the horse was a nut we never managed to crack. It had to go through the back door.
Magnus housing problem. When Magnus went on his internship in London he needed somewhere to live. He travelled down a week in advance and ran around Brick Lane putting up this ad. He got several replies, some of them better than others. He eventually chose one lucky household. Rumours say he had a crush on the landlord.
New studio! During the years we have changed in numbers as well as people and locations. Here we just moved into our current place and look very much like graphic design graduates.
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CHAP TER THREE
MAKE ENEMIES – IT´S GREAT
Yes! Making enemies is a great thing. Think about it. What would Batman be without evil jokers and two-faced psychopaths who supply him with anger and energy to fight crime? An archenemy can help people identify who you are. It works for Apple and Microsoft and for England and Germany (We’re not mentioning the war). Snask’s definition of an enemy is someone that strives to move backwards and he or she (it’s almost always a he) is always old, dull and grey. Our favourite enemy has a real name, but to avoid an unnecessary and troublesome lawsuit we call him Gargamel (from now on G). We met G when a lovely client of ours wanted us to work together. G was supposed to secure funding and be in charge of sponsorship. G was about 65 years old (judging by the colour of his hair), wore a black suit (of course) and never looked us in the eye. All our alarm bells were blinking, ringing and dancing. To get to know one another we invited G to our studio over coffee, cinnamon buns and champagne (as we do). The agenda was crystal clear: how can Snask and G work together to create a European success story? What we didn’t know when we sat down was that G had no intention of working together with us. His only goal with the meeting was to get rid of us. Our meeting with G had very little to do with the project and A LOT to do with Snask. It’s always nice to talk about ourselves but not in the way G does it. In the meeting he slaughtered everything about
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Snask, our name, culture and lifestyle. He was rolling his eyes and fiercely swinging his battle-axe at everything that was pink, gold and Snask. Before the meeting he had Googled us (a shame we hadn’t done the same with him) and watched when we spoke at Creative Mornings in Stockholm. A lecture in which we used swearwords. He thought it was highly inappropriate that we swore in our Creative Mornings lecture and he said that if we didn’t take it down a notch we could never work together. Of course we never worked together. Our parents liked our lecture and thought that combined with proper clothing it went all the way into the hearts (and ears hopefully) of the audience. We are not sure if all the adolescent swearing helps us but we do know that something old often has to die before something new can rise. We are not going to wait for that day and we are growing rapidly in a boring and old industry lacking in modern thinking and we aim to paint it all pink. We know that swearwords are bad, but just because they are considered bad doesn’t mean you should NEVER use them. Fuck! Yes we swore. Cunt! We did it again. We do it a lot, partly (1%) to piss off the old world but honestly (99%), because as all people know Swedish people speak Swenglish. Other Swedes, when trying to emphasise things, use ridiculous phrases like “that’s like so awesome” and “pretty darn”, but at Snask, we swear (yes, that is also ridiculous but slightly less ridiculous). Lecturing as a company is by the way a fantastic opportunity to boost your business and build your brand. There’s a couple of reason why, 01) Free trips and accommodation around the world 02) The narcissistic but incredible feeling of meeting people who think you are awesome 03) The credibility you gain and that whatever you say magically becomes important and a truth. Skip the part of you “growing as a person” on stage and remember: whatever you say is transformed into a truth and you will hopefully become a great guru within your field! The night after meeting G we couldn’t sleep. The old world had humiliated us on our home turf. Why didn’t we kick him out, why didn’t
Snask suits are there for a simple reason. To kill old people's image of young people being nonchalant, unprofessional and irresponsible. To the second meeting we wear whatever we want. First impression don't always last, but it sets the tone.
Lecture at OFFF in Barcelona in 2012 trying come across as truth-tellers in the fields of life, design and muppetshows. ***
LECTURING AT OFFF / CREATIVE MORNING *** – We know, the photo is blurry and dark. Just like a poem from Emily Dickinson. Rudolf hates us for this.
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W H AT W E B E L I E V E
SNASK – MANIFESTO
Great people believe in great things. Whatever makes you great, just believe in it and start conversations around you and try to make people smile. When you leave the room, people will remember and fuck (ooops) you in their thoughts. At SNASK we believe in many things but we have listed ten important statements for the SNASK manifesto. Read them and stop after each and think. Hmm, some of these have deeper meanings, others are just silly! 01) If you don’t like your work – quit. 02) If you love someone – let it show. 03) Generosity always pays itself back. 04) Always smile when you talk to an annoying person on the phone. 05) If you want to be a rock star, don’t study graphic design. 06) Talk with clients as you talk to your family, friends and pets. 07) Social skills are as important as being good at setting type or knowing how to spell. 08) See people as people, not as target groups. 09) Just because you wear a black suit doesn’t mean you’re successful. 10) Having enemies is good and necessary.
S N A S K .C O M
“Snask is like Titanic played backwards. A magical ship who saves mankind from a devastating disaster and then makes people younger all the time� — Paul Sahre, design guru, author & lecturer at school of visual arts NYC.
Snask is a branding, design and film agency based in the heart of Stockholm. They are young, successful, bold, edgy and self-confident. They challenge the design industry by doing things differently. And that inspires and attracts, because if you combine young, successful, bold, edgy and self-confident, you get something people like or even want to become themselves. Snask has been around for 5 years and is the perfect example of a new breed in the design world. Their international fame was built via blogs and by delivering entertaining keynotes at international conferences. Now they share how they think, talk, lie, kiss and tell. You will learn how to pee on yourself or tell pink lies and find out why making enemies is a good thing. You will be inspired by personal and honest stories of mistakes as well as victories. Your heart will rush from edgy statements and your stomach ache from laughter. Reading a design book has have never been more fun and creative entrepreneurship has never been as inspiring as doing it the SNASK way.