What drives NEW STANDARD.S forward? Its the people who show up with ideas, values, and curiosity every day. That’s why we’d like to introduce you to the faces and stories behind our studio.
What is your role at NEW STANDARD.S and what motivated you to start working here?
At NEW STANDARD.S, I work as a Creative Strategist, developing brand and communication strategies together with the team for companies and initiatives that act – or want to act – based on circular economy principles. It takes courage to think beyond the usual and establish new approaches. That’s the only way we can create active and optimistic counterpoints and face the challenges of our time. For me, NEW STANDARD.S is a place where I can help shape things and put my skillset to meaningful use. Especially now, at a time when strategy teams are shrinking in many agencies, that means a lot. Because I truly believe: strategy is more important than ever to spark positive momentum and help us break out of the constant reaction mode we seem stuck in across so many areas.
What do you think urgently needs to change?
As a strategist, I can’t help myself – I observe what’s going on, draw connections, and spot patterns. What worries me is how social media handles societal issues: complex debates are often reduced to simplistic ‘us vs. them’ narratives – never ‘us and them’. That kind of black-and-white thinking makes it harder to approach one another, to really listen, and to see the nuances. So if I had to boil it down to one thing that needs to change: we need more real and meaningful dialogue on relevant topics – and a healthier culture of debate.
What occupies and inspires you outside of the studio?
All things art. I have a background in art history and – even though I don’t make enough time for it – I love engaging with different forms of art. I’m especially drawn to minimal and land art, as well as light and audiovisual installations. I think what fascinates me most is when architecture, object, and environment interact with each other. As a visitor, you sometimes become part of the installation yourself, playing an active role. One of the most inspiring experiences I had in that context was visiting Dia:Beacon in upstate New York – where you’ll find massive minimalist pieces set in huge industrial spaces lit only by natural light. I spent the whole day there and got to see how the experience shifted completely depending on the sun’s position. Naturally, it was most magical during golden hour.