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Meet our new Creative Director!


Our brilliant coworker Yun Yu has been a part of Bold since 2019. She recently stepped up as our new Creative Director in the Stockholm office – and we had a quick chat with her recently.

Yun studied her BA in Shanghai and MFA at Konstfack in Stockholm. Since then, she has been working with studios and agencies including Project Projects in New York, Teenage Engineering in Stockholm, e-Types in Copenhagen and did some freelancing before joining Bold – “It’s amazing to have such a diverse team of talented (and nice!) people at Bold, where conceptual ideas are elaborated further across disciplines. The collaboration of design, motion, digital and sound really makes it exciting to work at Bold.

When asked about her thoughts on branding and the future, Yun commented: Brands have so much fomo today, as well as us. The future is pulling in, and no one wants to miss the train. For me, branding is a lot about finding and telling a core story about a brand, helping them to establish a face, a voice, and a behavior that’s truly them, often with a stir of emotion. Some things never change with time, and I believe successful branding can influence perception from the ground up without getting instant gratification or following the trend. That said, long-lasting brands still need to adapt to what’s current in the world. The context where brands appear – practically and culturally – will change for sure and curiosity is more important than ever. It’s exciting times ahead!

As for Bold’s culture and creative output, Yun says she’ll do her best to inspire and encourage the team to constantly imagine the work, and how to deliver it, beyond established order and status quo. Finding new ways and adapting to change with intention.I’ll end with Mr. Godin’s words for thought, Yun says.

Follow vs. lead
Copy vs. innovate
Authority vs. responsibility
Compete vs. cooperate
Comply vs. invent
Answer vs. ask
Correct vs. possible

Happy to have you on board – we’re looking forward to seeing this creative vision in our future projects!



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