Magnus Berg: Design Director & Founder, SNASK

My NativeAdVice:

Bio:

Hailing from rural suburb Jakan Magnus grew up as a rough kid who had to defend his every move. After learning how to skate, spit long distances and having painted a splif on his wall(Sublime logo) he moved to rough urban city Carlisle in the north of England where he roamed around for three years during his studies. Straight after University he set up Snask with his fellow partner in crime, Freddie Öst, and have been harassing the industries finest ever since.

How did you get into the industry?

I studied graphic design and communication in Carlisle in the north of England. This is where I met my co-founder Freddie. We became best friends, started club nights together and moved in with each other in an old church. We started designing posters for our own club nights  as well as record sleeves and posters for the local record label Motive Sounds. And that’s the way in really. Our love for music got us into this line of work. When it comes to the industry I’m not sure we’re a part of it. Most industries are made up by old white men who created structures and hierarchies long before the internet was even born as a fantasy. These structures and hierarchies aims to control the people working and making careers in our industry and we’re strongly against such things.

Any emerging industry trends?

Not sure, it seems that today everything moves so fast that a trend can be born and over with in a matter of days as well as co-exist with other opposing trends at the same time. So no, we don’t see any emerging trends as of now. Perhaps that more and more people are judged by their work and nothing else but that is only true on some of the creative forums, not in the real world.

Any industry opportunities or challenges?

We make a lot of our design and films by hand. We recently made stop motion films for Yoplait. We realized how hard it is to fake food to look delicious. You almost have to use the real deal and when doing so CGI will get tricky. So we found it very useful to use our favorite method, stop motion. Perhaps it’s an opportunity since most food ads are very tedious and samey.

Inspiration for SNASK, and your vision for it?

To paint the whole world pink. Basically challenge all conservative views, rules and structures that limit people in our industry as well as world. By doing so you will make enemies and we strongly believe that making enemies will also get you fans. That is the inspiration for our business. To stand up for your own beliefs.

What's next for SNASK in the near future?

We have our own beer coming. We’ve been planning our own bar concept for a year and will soon launch it. Perhaps we will launch our own clothing line soon or open a restaurant!

Your key initiatives for the success of SNASK?

The most profitable decisions we’ve made is to give our employees a high salary, great benefits and a lot of vacation. It’s always a challenge to keep everyone happy and something that we always have to fight to develop. But we would never want our employees to go elsewhere. Keeping them actually saves us money.

Your most difficult moment at SNASK? (and what did you learn?)

When we bought out one of our founding partners. It was very rough emotionally. Luckily we still  love each other and are still friends.

Ideal experience for a customer/client?

The boldness. The sharpness. The edginess. You don’t get that at many places, however most agencies and studios claim they have it but you can’t see it in their work nor in their own brand.

How do you motivate others?

Drink a beer with them and tell them how much you appreciate their hard work. Something we can definitely get better at!

Career advice to those in your industry?

If you don’t like your work, quit. Just because you wear a suit doesn’t make you a damn professional. Remember that you need 10,000 hours of doing something until you really excel at it. When everyone else sails east, sail west.

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