Purpose leads, creativity follows
Creativity that’s rooted in mission, not aesthetics.
Every NGO, foundation or social-impact organization starts with a mission. Turning that mission into impactful creative, rather than noise, asks for direction. That’s why purpose comes first—providing the focus that shapes ideas with intention.
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From there, creative choices become sharper. Messaging becomes easier to defend. Stakeholder alignment becomes stronger. When purpose leads, creativity serves—not as decoration, but as a lever for clarity, relevance, and impact.
Stories shape systems
Because stories aren’t decoration. They’re direction.
Whether shifting public will, advancing policy, or unlocking funding, NGOs rely on more than data or deliverables—they need narrative. Stories shape what people believe is possible, and who they believe it’s for. That makes narrative one of the most strategic tools a nonprofit has.

Therefore, storytelling isn’t treated as a final step, but a foundational one. From messaging frameworks to campaign narratives, the goal is to build systems of story that help organizations lead the conversation—not follow it.
Direction over deliverables
Intentional creative direction that aligns action with ambition.
In a world of deadlines, campaigns, and KPIs, it’s easy to measure value by output. But deliverables alone don’t create visibility and without strong direction, even the best-looking output can fall flat. What drives real influence is the difference between making things, and making things matter: creative direction—a clear throughline connecting every decision to a larger ambition.

Instead of asking, “What should we make?”, the work asks, “What should this make possible?” From pitch decks to websites to full campaigns, the emphasis is always on outcomes over optics—and building work that earns attention, not just collects assets.
Clarity through collaboration
Partnerships to reflect not only a vision, but a collective purpose.
This isn’t a service model. It’s a creative alliance. New Creativity is about working closely with NGOs as true partners, grounded in the same mission and committed to a shared expression of purpose.

Whether building with internal teams or working across networks, New Creativity thrives on collective intelligence. That’s why collaboration here isn’t about check-ins or approvals. It’s about co-defining the story. Through structured workshops, shared language building, and aligned feedback cycles, the process becomes a space for ownership—not outsourcing.
Embrace the unfinished
Prototype the future.
NGOs don’t have the luxury to wait for perfect. Resources are tight, urgency is real, and momentum is everything. That’s why iteration isn’t a fallback—it’s a strategy.

By embracing the unfinished, creative work becomes more resilient, more adaptable, and invites people to grow with it. Whether it’s testing a campaign message, piloting a new visual system, or launching a lean storytelling tool, the goal is the same: start small, build smart, and grow from evidence. Because real innovation doesn’t happen behind closed doors—it happens in public, with courage. That’s how bold ideas stop being ideas, and start being the future.

Somehow, the ones with the ideas the world needs most are given the least to work with. The ones on the frontlines of change. The ones rethinking broken systems—without applause.

Somehow, we built a world where NGOs and foundations were expected to stay small. Humble.

Enter New Creativity. Not a rebellion. A response. To the limits. To the noise. To the silence.

New Creativity rejects the idea that nonprofits should stay small, safe, or silent. It rejects that award-winning creativity is a luxury reserved for those with the loudest voices and the biggest budgets.

Yet, this isn‘t about lowering the bar. It’s about raising the standard for those who need it most. New Creativity sees purpose not as a constraint, but as a lens. To see a future where NGOs aren’t just surviving, but defining it. Not as charities. As iconic brands of change.

Somehow.

The everyday is where the future begins.

These principles build the common ground. Whether shaping a long-term partnership, leading a bold collaboration, sprinting toward a fast-moving idea, or turning fiction into reality. They connect, unmask, and unlock collective potential.

Everydays™

Forget perfection—build with precision

Perfection slows ideas down. Waiting for the flawless answer too often means missing the moment where change is possible. Precision, on the other hand, sharpens intent. It forces choices, brings focus, and ensures that even unfinished work carries the weight of clarity.

Every project—whether a film, a manifesto, or a campaign—benefits from this discipline. A precise idea can evolve, expand, and adapt without losing its center. Precision is what makes the imperfect powerful.

Follow meaning, not trends

Creative work has to resist the pull of the temporary. Trends may feel urgent, but they often lack depth. Following meaning ensures that work remains anchored to values, purpose, and resonance beyond the moment.

This is about digging into the core of an organization, script or campaign, and craft work that stand the test of time. Not chasing the latest aesthetic, but building work that move people, create culture, and redefine the conversation.

Fearlessly go to the wrong places

Innovation rarely lives in safe territory. By moving into the wrong places—the overlooked, the difficult, the uncomfortable—creative work uncovers new truths. Wrong places often reveal what polite surfaces try to hide.

This principle demands courage. It means asking the harder questions, telling the stories that resist polish, and experimenting where failure is likely. Wrong places are where the future takes shape, long before the mainstream arrives.

Craft direction, not decoration

Creative work should never be reduced to surface. Decoration might please, but it doesn’t move. Direction shapes the path forward—it aligns intention with execution and ensures that creative choices build toward something larger.
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From story structures to visual rhythm, craft in direction defines the difference between noise and resonance. It is the guiding hand that transforms fragments into a living whole. Decoration fades; direction lasts.

Start with feeling, end with clarity

Every meaningful piece of work begins in emotion. Feeling is the spark that makes audiences care, remember, and act. But feeling alone is not enough—without clarity, ideas risk dissolving into noise.

The task is to hold both: to begin from the raw pulse of emotion and then refine, structure, and frame it so that the message lands. Feeling draws people in; clarity carries them forward. Together, they make creative work unforgettable.

Values

Fearless
Authentic
Curious
Empathetic
Independent

Work, Services, About, Contact

Partnerships with the iconic brands of the future.

New Creativity brings over a decade of experience into the nonprofit space.

Past Futures

2nd Best Studio
Be Second

Greator
Celebrate Change

adidas
Breaking the Glass

PRESIIDENTS
Not Made To Succeed

Mamvi
Mamvi Studio

Welthungerhilfe
#ZeroHunger

adidas
Meet Natalie

Elevation Events
Soenda

Tommy Hilfiger
Tailored

Calvin Klein
Accessories 2014

adidas
TMRRW

adidas
GHIPO Gen 01

Greator
Gedankentanken 2.0

Castle of Love
Young Blood

Greator
GFO

Agency

Both consultancy and craft, powered by agency.

Agency is where change begins. It lives at the intersection of purpose and action—the belief that futures aren’t imagined, but made. Enter New Creativity: a bold commitment to shaping the future of nonprofit organizations. Evolved from over a decade of work across branding, filmmaking, and creative leadership, it blends storytelling, experience, and innovation to help forward-thinking NGOs* step into their full narrative power. But this isn’t just about stories. It’s about giving voice to those shaping the new world+
NGOs are on the frontlines of change, tackling some of the world’s most urgent challenges. But while corporations, tech giants, and political machines pour millions into building influence, nonprofits navigate the same terrain with a fraction of the resources: stretched teams, limited budgets, and borrowed time. That imbalance isn’t just unfair. It’s unsustainable.
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New Creativity exists to change that. Sharp, strategic, and unafraid: a philosophy designed to cut through the noise and break new ground. Partnering with NGOs to craft narrative systems, distill brand clarity, and create expressions that resonate, mobilize, and endure.

Because real change doesn’t just need vision. It needs expression. It needs innovation. It needs stories powerful enough to move people
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— and futures.

* While my work is rooted in the nonprofit world, I also collaborate with mission-driven businesses and social enterprises creating meaningful impact.
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Blending strategic thinking with hands-on execution.

New Creativity (coming soon)

Rebranding a new direction

Zero Emissions World (coming soon)

Next-Gen Crowdfunding

Services

Rooted in Everydays+ and powered by agency, New Creativity unleashes NGOs’ narrative power.

Storytelling
Built from the heart of your organization, storytelling shapes the systems that move people—clearly, creatively, and with purpose.

Brand storytelling
Narrative development and positioning
Messaging frameworks
Campaign concepts
Manifestos and vision statements
Copywriting and editorial tone
Multi-platform content narratives

Experience
Bring your stories to life through bold, intentional creative direction—designing experiences and content that engage, move, and inspire your community.

Creative direction
Audience journeys
Visual and verbal consistency
Art direction and look & feel
Story-driven communication tools
Interactive and multimedia storytelling
Website and platform collaboration

Innovation
Fuel your mission’s impact by exploring new creative approaches, testing fresh ideas, and prototyping breakthrough concepts that challenge conventions and open new possibilities.

Concept development
Strategic foresight
Systems thinking
Campaign ecosystems
Collaborative creation
Formats and pilots

Rooted in Everydays+ and powered by agency, New Creativity unleashes NGOs’ narrative power.

Storytelling
Built from the heart of your organization, storytelling shapes the systems that move people—clearly, creatively, and with purpose.

Brand storytelling
Narrative development and positioning
Messaging frameworks
Campaign concepts
Manifestos and vision statements
Copywriting and editorial tone
Multi-platform content narratives

Experience
Bring your story to life through bold, intentional creative direction—designing experiences and content that engage, move, and inspire your community.

Creative direction
Audience journeys
Visual and verbal consistency
Art direction and look & feel
Story-driven communication tools
Interactive and multimedia storytelling
Website and platform collaboration

Innovation
Fuel your mission’s impact by exploring new creative approaches, testing fresh ideas, and prototyping breakthrough concepts that challenge conventions and open new possibilities.

Concept development
Strategic foresight
Systems thinking
Campaign ecosystems
Collaborative creation
Formats and pilots

Partnerships that turn vision into futures.

Purpose leads, creativity follows
Creativity that’s rooted in mission, not aesthetics.

Stories shape systems
Because stories aren’t decoration—they’re direction.

Direction over deliverables
Intentional creative direction that aligns action with ambition.

Clarity through collaboration
Partnerships to reflect not only a vision, but a collective purpose.

Embrace the unfinished
Prototype the future.

Approach

Partnerships that turn vision into futures.

Purpose leads, creativity follows
Creativity that’s rooted in mission, not aesthetics.

Stories shape systems
Because stories aren’t decoration—they’re direction.

Direction over deliverables
Intentional creative direction that aligns action with ambition.

Clarity through collaboration
Partnerships to reflect not only a vision, but a collective purpose.

Embrace the unfinished
Prototype the future

Somehow, the ones with the ideas the world needs most are given the least to work with.

Viel full manifesto+

The agency.

Read Paper

Bob, do you also work for free?

“I had the pleasure of working with Bob and under his guidance, as a motion designer on multiple projects. Truly some of the most enjoyable ones in my career.”

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Bob van Boven is an independent Creative Director working at the intersection of narrative strategy and creative direction.