Natalia Hoffmann

TOP OF THE LAKE is a space especially designed to boost visitors' creativity and effectiveness. I joined the enterprise in its early stages of development, and as a partner strategist I managed concept and strategy elaboration on a daily basis. My responsibilities included building the brand identity, designing and running awareness-boosting campaigns, and collaborating with various external artists and with scientists from the Max Planck Institute.

By employing the principles of neurobranding (cognitive, social and behavioral psychology, neuroscience, neuroeconomics and semiotics) I have been able to assist companies in reaching their specific goals. I have worked on packaging (visual communication insights and ideation) and on brand storytelling (content development).

I have been writing for a variety of outlets and can seamlessly adjust to different audiences. I cover topics spanning business cases, pop-science, satirical, debate, and cultural analysis. I work with content planning.

worked on a series of laboratory experiments designed to measure memory and recall in people. I operated EEG and Emotiv equipment. Shortly after I began work, I was promoted to a position of a project coordinator. Following the experiments, I did a series of tasks consisting of data organization and analysis.

This export-import vintage apparel business, which I fully established and ran successfully in 2013 in Aarhus, was an exercise in developing a business model and strategy. I did it just to see if I could do it. If I could be entrepreneurial about my trend-spotting ability and the eye for fashion.

My job consisted of facilitating communication between students and University’s staff, designing new collaboration strategies, supervising new undertakings and getting funding.

I structured and individually pursued a qualitative research project. This involved collection of data, analysis with application of semiotics to everyday cultural phenomena and eventually an articulation of findings to broader audiences in a comprehensible and engaging manner – I posted articles on an Estonian university’s blog.

I worked on designing linguistic identities for brands launching on the British market. I established De Geist together with two college friends in our last year of BA studies.

My starting position at the theater was that of a clerk. Within months I was promoted to a PR trainee and trained in creating and realizing promotion strategies for theatrical events, organizing happenings, contact with media, developing trust and building mutually rewarding relationships with new partners.

Clients: Nivea, Mercedes-Benz

I presented the findings and insights contained in my thesis “New: Cognitive Semiotics for Neurobranding” (2014) at a marketing semiotics conference in Paris in 2015.

This BA programme incorporates both media theory and practice. As part of my practical education, I specialized in filmmaking and animation.