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Member Spotlight: Oskar Lübeck

One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?

Meet Oskar Lübeck...

Introduce your place of work. 

I founded Bold together with strategist Carl-Fredrik af Sandeberg in 2011. We founded the agency together with one of Scandinavia’s leading advertising agencies, Åkestam Holst, and Bold are also one of the founding members of The North Alliance, Scandinavia’s most innovative new communications group.

After three years Bold had grown to about 25 employees and was crowned best design agency in Sweden. A few months ago we started up an office in Copenhagen and we are about to open up one in Oslo as well.

One of the important differences with our approach is the use of strategy and research to create very specific briefs for the design team. We have, together with a team of experts in brand analysis, created a way to examine what drives purchase and customer preference in different categories. Taking a data-driven approach allows us to isolate what’s important upfront for the client before handing it over to the designers for creative execution.

Bold / Member Spotlight

What are you currently working on?
We are working on several very exciting projects simultaneously at the moment. One is a brand new visual identity for SAS (Scandinavian Airlines) — a large project with many important parts that need to come together to create brand consistency across all channels. Another big one is what we’re working on together with Bonnier Media (Nordic regions largest media group) — several new concepts, brand platforms and visual identities that need to be individual but still fit together as one family. We´re also working on some really nice smaller projects within packaging and identity.

SAS / Bold / Member Spotlight
What work are you most proud of? 
That´s a tough one because I always fall in love with what we´re currently working on. Maybe that's a prerequisite for a successful result? The projects that I´m most proud of would be the ones where we have found that clear, overall idea that holds together the entire brand, on all identity carriers and on all platforms. Where the idea shines through and communicates to the core of the brand to its target group. One example would be the new visual identity for The Swedish History Museum. An award winning, dynamic and playful identity that highlights the museum's mission: to create curiosity and interest in history and to get the visitor to reflect on the link between our past and present. The concept of past and present is applied as a graphical theme in the museum´s logotype, typography, pictograms and imagery.

I also love projects where we have managed to push the client to go further than we thought possible in the start of the process, and that provided great results for the client. One example would be the packaging design we did for Åbro (Swedens oldest family brewery) where our brief was to do a fine tuning on their biggest product but we ended up redesigning the whole brand and increasing sales with 44% in one year.

Historiska / Bold / Member Spotlight

What work from our Archive makes you think ‘I wish I’d done that’?
I really like simple but striking usage of typography and therefore love the work that Lippa Pearce did for Witness, Children at war. It is smart, eye catching and a good example of how graphic design can be used to create a better world. It reminds me of the use of typography in the Freedom logotype by The Chase. Simple solutions that does the job are often the hardest to find. For the same reasons I really like the new identity for the Whitney Museum, how the W comes to life and holds the identity together in a dynamic and playful way.

Whitney Musuem of American Art Identity
Whitney Musuem of American Art Identity / Yellow Pencil / Graphic Design / Integrated Graphics / 2014
What’s the best piece of advice you’ve received during your career? 
I have moved around quite a lot during my career (to places like Japan, New York, London, Germany and Dubai) and have had the opportunity to work with a lot of talented people. My professor at the first school I went to told us that if we could see ourselves doing anything else, than we probably should. I like that. The graphic design industry is tough and you really need to love what you´re doing to be successful. I worked at Pentagram's London office under Angus Hyland for a while and he was very good at finding the one core idea in every project, and get rid of everything else. Don´t clutter your concepts with too many ideas. I also worked for Hans Brindfors (the man behind Absolut Vodka) in Stockholm for six years, and he is good at seeing beyond whatever personal likes or dislikes one might have when it comes to design and completely focus on what the client or brand needs to be successful. So don´t let too much of your personal style or taste decide what to do for your clients.

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