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“We believe in the power of doing it yourself to create successful digital experiences”

Utrecht, August 22th, 2016

Paul-Bos-digital-agencyConcredibles is a creative digital agency, specialised in crafting awesome products & experiences, mostly for the web and mobile devices. The Netherlands-based company has come into being out of the collaboration between Paul Bos (VeelBomen) and Massim Knaapen. Working together as freelancers for seven years, Paul as a creative director and Massim as a developer, they eventually started to go their own separate ways because of the different partners they would work for. Instead of letting this happen they decided to do something with those two different networks. A brainstorm session in the Austrian mountains in 2013 resulted in the birth of Concredibles.

Paul Bos, Concredibles creative director and co-founder says that the agency believes in amazement and describes the company’s vision as: “Amazement that counts and is created by staying credible towards one another and by cooperating. Always with a solid approach.”

Concredibles offers creative solutions for its partners. Bos and his team invent concepts and implement them. Creating brands, helping with directions, vision and strategy are just part of the day to day job.

“We are mainly focused on new ideas and solutions,” says Bos and adds, “We work with brands and products that are willing to turn the ship around, are just setting sail or haven’t even been invented. We believe in the power of doing it yourself. That’s why we, as a team, set up own initiatives, with or without partners. Everything concerning creativity and interaction, as long as it’s renewing, next level or game changing.”

Bos’ reckons his career started at the age of 8 when he dedicated himself to drawing at every lesson during his schooling. From there, as they say, the rest is history.

In your opinion, what ingredients are key to create a successful digital campaign?

Like our mission says, we believe in the power of doing it yourself. Our partners come to us because they have a certain question, but it still is and remains their product (or digital campaign). So that’s why we are very closely involved from the start, but tend to do a lot in close cooperation.

Moreover we continuously challenge our own status quo. This means we don’t go for the same solutions every time. We tend to stay on top of trends and implement and test them. That’s why we also work on our own internal projects. These are our playgrounds and it teaches us a lot.

Are there online publications, professionals, industry leaders you follow?

I started my first company in 2005 after reading ‘Screw It, Let’s Do It’’ from Richard Branson. Nowadays he still inspires me.

Which cities outside where you live interest you creatively?

Copenhagen and Berlin. In Copenhagen everything is well-thought-out. In Berlin I like the creative vibe, especially the street art.

Please list a few of your favourite digital brands:

Slack, WeTransfer and Sketch. These brands improve the way products should look and feel. And Figure, love their UX and UI to mix drum, bass and lead.

What do you like doing in your free time?

Everything that inspires me, or whatever that makes me happy.

Name a challenge your team is currently facing.

What to bring for lunch?


Can you tell us about a campaign you worked on that was especially successful?

One of our most remarkable project was the one we did for Gimmii, the largest provider of Dutch design. The company has over 80 carefully selected designers and labels. Top designers like Bernotat & Co , Dirk Vander Kooij , Frederick Roijé and Ontwerpduo go hand in hand with the greatest talents of this moment as Mieke Meijer and Van Tjalle and Jasper . A unique combination that makes for a unique collection.

The most important thing was to create an identity which would attract visitors and potential buyers and at the same time would be special and ‘designy’ enough to attract talented designers so they would want to sell their stuff in the Gimmii shop. We did it. And AWWWARDS gave us a special mention. That’s nice!

In your opinion, what is a digital trend that is here to stay, at least for the relative time being?

Concredibles Go!

Where do you see the future of the industry?

More connection between Creativity and Business Strategy.

What piece of advice would you give a recent grad looking to work in digital marketing?

Keep smiling, keep shining… and stay curious!


By Geny Caloisi.

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