Carsten Goertz
Strategic Directions & Creative Advisory





Intro

I work with brands and teams to shape work that is not only effective, but culturally resonant, aesthetically precise, and socially consequential.

I advise executives, founders, and in-house creative or product teams on strategy, creative direction, and cultural positioning. The work is about judgment: what to make, how to frame it, and what kind of impact it should have in the world.


What I bring
I combine strategic clarity, exceptional taste, and cultural curation. I help teams make decisions that are not only smart and well-positioned, but also meaningful, responsible, and worth making. With more than 20 years in communication design, I work across brand, product, editorial, spatial, and digital contexts. That range allows me to move between big-picture direction and concrete creative judgment.


How I work

I support organizations through one-off advisory sessions, workshops, weekly sprints, and month-long project packages. Depending on the brief, I work as a strategic advisor, creative director, mentor, or sparring partner. Typical engagements include strategic direction, brand analysis, communication strategy, cultural research, futures reporting, creative direction, and mentoring for internal teams.


Selected work

My background spans global brands, cultural institutions, and research-led initiatives. Selected work includes leading design of the Apple Store relaunch, digital direction for Raf Simons, Real Review’s website, installations for Nike Lab in London, and design for Antikythera journal. Other clients and collaborators include Maison Margiela, Hermès, Rimowa, BMW, MINI, NIO, Fairphone, Telekom, and XL Recordings.


Current practice and background

I am co-founder of Neo-Metabolism, Communications Director at NAP Works, and creative direction partner to a techno club in Kyiv. My background also includes long-term lecturing in media theory and digital design, alongside audiovisual performance and installation work shown at festivals and museums internationally. Previously, I served as Creative Director at Apple, Random Studio, and Meiré und Meiré. I was an early team member of LOT2046.


Working principles

I work best with people who value honesty, precision, and mutual respect. I bring clear judgment, direct communication, and a strong sense of responsibility to every collaboration. Fees are based on value and scope rather than hours. Intro calls are free.


Client review

“I can hardly put into words how I feel after reading it: this document is a piece of art. It's so cohesive. I'm able to see and feel the identity and vision that matches (redacted brand name’s) soul. I love its humanity and the circular communication you've created as well.”


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