The 18th podcast features the wonderful Oskar Lübeck, Founder / Chief Creative Officer of Bold Scandinavia, the international brand consultancy which unites strategy, creativity and design to create meaningful impact.

We talk about Oskar's journey into design which began unexpectedly during his military service, where creativity became an escape from structure. Inspired by Swiss typography and timeless logos, he pursued studies in Gothenburg, Japan, New York, and London, culminating in a master’s degree in typography at Central Saint Martins.

After stints at Pentagram and Brand Union, he returned to Stockholm to found Bold, a branding agency now celebrating its 15th anniversary with studios across Scandinavia and a new London studio. Under Oskar’s leadership, Bold has grown from a small studio into an 80-person agency known for its strategic creativity, collaborative process, and Scandinavian clarity. Highlights include the award-winning Mojang Studios rebrand, which evolved into a full franchise identity for their number one game, Minecraft. Oskar’s approach balances storytelling, strategy, and joy in the creative process championing kindness, curiosity, and psychological safety as essential ingredients for bold design.