London
Since 2023
Natalia joined New Genre in 2023, bringing a love for art direction, dedication to craft, and a celebration of the human experience that bridges the digital and physical.
From editorial photography to digital experiences, she thrives on multimedia applications — seeing client work through from conception to execution with empathy, honesty, and a gift for revealing the personality behind every project.
Coming from a studio background, Natalia honed the rhythm of collaboration and sharpened her focus on the practice she pursues today. In her experience, empathy remains the starting point for great design; proving through practice that if you can truly understand people, you can connect problem to solution in a way that feels effortless.
Alongside design work, she is a freelance photographer — of people, music, and events — capturing moments immaterial charged with the joie de vivre. Her superpower remains the lens: and being able to coax a smile from anyone who steps in front of it.
Music shapes her world outside the studio walls — DJ sets, raves, and stewardship of our New Genre studio speaker — music that shifts her mind into new, explorable space. For Natalia, design and life move to the same rhythm: about people, moments, and the currents that connect them — like a track that stirs the crowd, felt in the soul as much as it is heard.


