What Design Can Do
Masterclass, Talk, Consulting
2024 & 2025
What Design Can Do and the IKEA Foundation launched the Redesign Everything Challenge in January 2024, seeking visionary climate solutions to reimagine our world through circular design. From 557 entries, 11 winners were awarded a money prize and access to an accelerator programme. The Business of Culture joined as a business mentor, guiding the founders from Cellsense and Architecture for Dialogue.
The Narrative Lab Masterclass
In the FD.weekend campaign we highlight iconic inventions that were thought up during the weekend. Solidifying FD as the go-to weekend newspaper for aspiring trailblazers.
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Saturday is the most important day for newspapers—it’s the moment when print truly shines as a medium. This means that the Saturday newspaper essentially acts as FD's flagship. By refreshing its weekend edition, FD was able to convey its brand essence in a clearer, more appealing, and more inspiring way, drawing readers in even further.
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But today, nearly every newspaper offers a weekend edition, giving audiences endless choice. Our mission? To make FD stand out as the top choice for anyone with ambitions to shape the future—and win “the battle for the weekend.”
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Weekdays are filled with meetings, constraints, and pressures, making time your most valuable asset. This leaves little room for personal development or reflection. But during the weekend, anything is possible. You have the freedom to relax or be challenged, and it’s precisely during this time that the best ideas are born. We leaned into this insight in our campaign approach, positioning FD.weekend as the clear choice for professionals with serious ambition.
How it landed
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“Cindy challenged us to stop describing ‘what we do’ and start communicating ‘why it matters.’ This powerful shift has changed the way potential collaborators and investors respond to us.”
Ninon Moraw
Co-Founder | Give Give -
![Andreas Lang]()
“Cindy’s curiosity, sharp grasp on complex processes quickly generated new perspectives, ideas, and to-dos that helped me uncover hidden potential & navigate challenges with clarity.”
Andreas Lang
Founder PAPILIO | Industrial Designer -
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“Cindy took the time to really understand our business — its strengths and its challenges — giving us a fresh perspective on how to share our mission with more clarity & impact.”
Daisy Harvey
Founder | Loom -
![Aradhita Parasrampuria]()
“Your ability to combine deep industry knowledge with actionable advice has made a real difference. Working with you was truly invaluable.”
Aradhita Parasrampuria
Founder | Cellsense -
![Depanshu Gola]()
“What truly sets Cindy apart is her empathy. She doesn’t just provide direct answers; she thoughtfully guides you toward discovering solutions for yourself.”
Depanshu Gola
Partner | Architecture for Dialogue
Ready to bring this energy to your audience?
I design talks and masterclasses tailored to your audience, context and goals—whether it’s for a team session, a live event or part of a wider programme. Let’s discuss what would inspire your people most.
Explore more
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![de Baak key visual]()
de Baak
Helping renowned institute de Baak shift brand perceptions and reclaim their leading position as The Netherlands’ original trainer.
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![FD bedacht in het weekend key visual]()
FD
Positioning FD's Saturday newspaper as the stand-out choice for any professional with serious ambitions to shape the future.
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![Samsung key visual]()
Samsung
Keeping Samsung in the know on the pulse of culture, fueling the tech giant with the insights to effectively inspire, hero, and lead.
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![Rijksmuseum Slavery key visual]()
Rijksmuseum
Enabling the Rijksmuseum to reach beyond its core audience, inspiring both loyal and new visitors to connect with their exhibition.
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![Cliq.de key visual]()
Cliq.de
Accelerating Cliq.de’s user growth with audience-focused communication flows. Turning new audiences into loyal fans.
