WE ARE AN AGENT FOR CHANGE
Our proprietary method blends strategic management consulting with thoughtful brand development and communication focused on emotional connection to forge insight-led solutions balancing ethics and profit following the UN 17 SDG’s.
The New Modern is a dedicated team of professionals with significant experience in Europe, Asia, and the United States, working with corporate, start-ups and established brands. Our practice is backed by a network of international talent, providing clients with a global perspective and local expertise.
for us, there are no small or big projects.
We assist heritage brands, family businesses, and established companies in adopting conscious business models and sustainable practices while staying market-relevant.
SINCE TWENTY EIGHTEEN, WE HELPED SEED TO TABLE BRANDS AND RESPONSIBLE FARMS, INDEPENDENT FASHION LABELS, INNOVATIVE SKINCARE VENTURES, DIGITAL RETAIL DESTINATIONS, PURPOSEFUL EDUCATION INITIATIVES, ARTISANAL AND CIRCULAR DESIGN COMPANIES TO THRIVE AND GROW. WE CHAMPIONED PREMIUM AND LUXURY PRODUCTS, WORKED WITH FAMILY BUSINESSES AND HERITAGE LABELS IN THE ART SPACE, BEAUTY, FOOD, DESIGN, EDUCATION AND HOSPITALITY SECTORS.
I created The New Modern to be the agency partner I never had.
BEING AN ENTREPRENEUR IS NOT LIKE THEY TELL YOU. IT’S A CHAOTIC JOURNEY OF THINKING OUTSIDE THE BOX AND GIVING ALL YOU’VE GOT.
For seven years, I led a responsible luxury brand rooted in disrupting the idea of seasonal collections. I grew the business, worked with brilliant people, and met incredible founders who, just like me, questioned the norm and raised eyebrows. It’s one of my most rewarding career experiences.
Stepping into the shoes of a founder was a bewildering experience, especially after years spent in the structured environment of corporate life. I felt little warmth from the agencies I sought to help us grow, and was met with short-lived interest, copy-and-paste ideas, and impersonal solutions.
The New Modern was born to listen and advocate, to craft solutions with and for the client, and never take anything for granted. Steeped in knowledge and expertise, but able to adapt through empathy and emotional intelligence. Settled in the belief that long-term vision is a medicine for a world in flux.
Alessandra Murgia is an executive director and multifaceted creative with two decades of international experience. In the past fifteen years, she has advocated for women's equality and a nature-based economy. Building an unconventional, non-linear career path, she started in the retail world in London, joined Nike in Amsterdam, collaborated with MTV in Milan, and honed her leadership skills by launching ventures in London, Portland, and New York.
By covering the roles of designer, lead strategist, creative and art director, she mastered strategic brand development, innovative communication frameworks, and the product creation process. At the IED in Italy, she taught personal branding and communication, and is a responsible business mentor for Grow London by London & Partners, the promotion agency of the Mayor of London Office.