Jule, MA in Creative Direction

Congratulations on your successful Master’s thesis. Could you please briefly tell us what your thesis was about and why you chose this topic?

In my Master’s thesis, I examined how sports brands communicate via social media and the influence that topics such as body image, pressure to perform and identification have on this. My research showed that many people would like to see more realistic and emotional sports communication. Building on this, I developed the sports brand MOA, which links exercise more closely with wellbeing, fun and personal development. I chose this topic because I have a personal interest in sport and brand communication, and I find it fascinating to explore the influence visual communication has on how we perceive sport – and indeed, ourselves.

What are your career plans after graduation? Which aspect of your future job excites you the most?

To be honest, that’s still a bit up in the air – and so am I :) Ideally, I’d like to take the opportunity once more to move to another city, or perhaps even abroad, for a job or an internship.
Alongside my studies, I’ve worked a lot, which has allowed me to get to know different sectors. What I’ve enjoyed most over the last few years has been social media. I love being able to see projects through from the initial idea to the final implementation and having the chance to really get to grips with a topic.

Did you envisage this kind of role for yourself when you started your degree?

To be honest, no. At the start, I had a much stronger association of my future career with traditional graphic design. During my degree, however, I realised that I’m particularly interested in the bigger picture: developing ideas and concepts, telling stories, and using design not just for aesthetic purposes but also strategically. My idea of what I’d like to do in the future has definitely changed as a result.

What were your expectations of the degree programme, and were they met?

I did the Master’s in Creative Direction primarily because, after completing my degree in graphic design, I wanted to broaden my horizons and discover new perspectives. Design now encompasses so much more than mere visual composition, and the demands of professional life are correspondingly diverse.
I therefore found seminars that went beyond traditional design topics – such as leadership, teamwork or group dynamics – particularly helpful. This was new to me and gave me a completely different perspective on what creative direction actually means.

In your opinion, what qualities should someone have to study this subject?

Above all, an open mind, curiosity and a willingness to engage with different topics and people. You don’t necessarily need a traditional design background. In our course, students from various disciplines came together, and it was precisely this mix that made it so exciting, because everyone brought different experiences and perspectives to the table.

What was the most valuable experience from your time as a student?

For me, one of the most valuable experiences was realising just how much we can learn from one another. Particularly in the interdisciplinary seminars, everyone had very different strengths: for example, I was able to help with design-related questions and, in return, learnt a lot from others about new technologies, AI or digital tools. This mutual exchange showed me just how valuable different perspectives can be for creative work.

What did you enjoy most – which moments have stayed with you?

I enjoyed the projects the most where we were given a lot of freedom and could really develop our own ideas. The lecturers and professors gave us plenty of leeway – even with larger projects and the Master’s thesis. I personally really appreciated that, because it gave us a real opportunity to try things out and find our own direction.
But what has also stayed with me are the many little things on the side: workshops, trips or simply conversations with fellow students and lecturers, from which you often came away with completely new ideas or perspectives.