Impact
Journal
Balancing profits, people, and the planet
INTRODUCTION
At Stupid Studio, we're committed to using our creative powers to impact society positively. Since 2006, we've used our creative chops to drive positive social impact whenever possible because we have experienced firsthand how design can be a powerful vehicle for change.
As designers, we want our solutions to address social, cultural, and political issues, bringing change where needed. Doing good has always been at the top of our minds in Stupid Studio. We have long searched for a progressive community and a solid framework to help us stay accountable.
Last year, we joined the B Corp family, an inspirational global movement of companies insisting on using business as a force for good. Since then, it's been a wild ride of learning, trial and error, and a massive collective effort here. The B Corp certification isn't just a shiny badge; it's a heartfelt commitment to running an ethical, social business, balancing purpose with profit, minimising our environmental footprint, and using our resources to best support a much-needed change. It is just what we have been searching for.
This year, we have been working on embedding our commitment into everything we do. Currently, we're concentrating on our culture, partners, and community.
We created the Impact Journal to increase transparency and demonstrate accountability on our journey toward recertification in 2026.
I'm incredibly proud of our team's accomplishments over the last few years and equally excited to share this journey with you.
As we continue working toward our goals, we're constantly reminded of our commitment - not just as a creative studio but as a group of individuals who strive to make a difference - to design better futures.
Thank you to everyone involved. Take care and keep putting impact first.
Christian
OUR IMPACT ASSESSMENT SCORE
98.6
Working with three strategic initiatives
INITIATIVE #01
We are a people-focused studio, meaning an anti-hierarchical place that prioritises fun, togetherness and well-being. This is not just something we say, but something that is deeply embedded in our culture – right from our company playbook to the events we organise outside of work.
A go-to guide for all things Stupid Studio
How do we pre-empt burnout? What’s the deal with pensions? And is it cool if you take a 2-hour lunch break if a friend is in town? In our view, these are all perfectly valid and professional questions. Our playbook answers these and more, and since we don’t believe in company secrets, we’ve decided to share it with the world.
Bringing play to work
From ballet to ceramics, workshops to basketball games, we're all about new and enriching experiences. We try to get together once a month for a cultural event, were we don't talk about work.
INITIATIVE #02
Good partners make you stronger, and we’re lucky to count NGOs, bold brands and progressive organisations among our closest allies. We prioritise long-term partnerships and projects that benefit culture, children, and communities. We believe transparency and collaboration are key to building trust, and have developed custom tools and policies to help ensure this.
A framework for long-term relationships
We strive for complete transparency and mutual understanding when collaborating with our partners. To ensure it, we’ve developed programs for our services that carefully detail our process, roles and responsibilities. When we kick off a new project, we use it to onboard partners to our ways of working and align expectations. In our experience, this creates the best conditions for building a trusting, long-term relationship.
A policy to navigate the unknown
AI is taking the world by storm, and nowhere is that more felt than in the creative industries. But it’s easy to get caught up in legal issues and reproduce the very biases we, as a company, want to fight. That’s why we’ve formed an AI policy that clearly guides us in using AI responsibly and ensuring our partners’ consent when we do so.
Changing the story of our planet for good
Our long-term partnership with IKEA Foundation is focussed on raising awareness of some of the greatest threats to humankind as well as celebrating the game-changing efforts of IKEA Foundation’s many inspiring partners in combatting them. From building a global annual campaign that reaches hundreds of thousands, to consulting an Ambassador programme that champions IKEA co-workers, all our efforts are focussed on this mission.
Building a world of play for children to learn and thrive
The LEGO Foundation seeks to build a future where learning through play empowers children to become creative, engaged, lifelong learners. Children are curious, imaginative and have an innate ability to learn about the world through play.
Since 2019 we have collaborated with the LEGO Foundation and led their branding and communication initiatives together with their comms. and advocacy team. From revitalising their brand to building their social media strategy, content creation and various engagement and initiative programs, we have travelled the world documenting how learning through play is changing education and the lives of millions of children - everyday.
Supporting women's and children's rights to live free from violence
We partnered with a Danish women’s shelter and organisation, to help amplify who they are and what they fight for. Their message is urgent and powerful: to offer care and safety to abused women and children and to raise awareness and educate the general public about domestic violence.
INITIATIVE #03
Thanks to our wide range of projects and the people who make up our team, we feel part of so many different communities. We aim to be active members, welcome new people and ideas into our circle, and find ways to give back to the communities around us.
Staying current and sparking conversations
Every month, we invite insightful individuals to join us, offering fresh perspectives on the world. Our goal is to raise our awareness, acquire new knowledge, and stay current.
A mentorship with purpose
Continuous learning is deeply rooted in our studio’s DNA. To support this, we’ve developed a plug-and-play mentorship framework and made it free for all to use. It’s fun, a little unorthodox and designed to foster mutual learning, so both mentor and mentee benefit.
Impact is everyone's problem opportunity
Amanda
Working on projects that create impact on a global scale
"It feels really good to be involved in such important projects that positively influence the way people live their lives day-to-day, all around the world. Personally, working on projects that are focused on creating a healthier planet and better lives for the people living in it has added a whole new level of meaning to what I do as a designer."
Lars
Navigating the unknown areas of artificial intelligence and beyond
"It’s become a fact that our Stupid skills, combined with AI tools, can improve our work as creatives. But most AI tools are still ‘work in progress’, and there is a lot of unknown ground to cover before we let them fully into our daily work and culture. So for now, we are enjoying testing and exploring with curiosity and total transparency to our partners."
Nadine
Creating a culture of support and motivation
"It’s so important that we develop sustainable ways to keep thriving as creatives. Sometimes, we forget that a great solution is to share knowledge with eachother. Growth often happens from both learning and teaching, and having a clear framework for this really frees up time and energy to focus on the important things: nurturing trust and an honest exchange of wisdom and ideas."
Jonas
The value of a respectful approach to videography
"As storytellers we are often stepping into other peoples’ lives with a strategic agenda. That makes it a vulnerable experience that calls for respect and empathy. Making everyone feel comfortable and relaxed while finding truly authentic moments is key to capturing stories that resonate. Even if we have a strategic agenda, it’s never our story. It’s their story. We just help tell it."
So what's next?
FOCUS #01
We want to prove our impact
What is our real impact, and how do we create the conditions for everyone to deliver into that? In the first six months of 2024, we've tested new ways to engage and work with our clients as a creative team. The work has resulted in three new impact programs for branding, facilitation, and campaigns, which we're now implementing to help us better measure and evaluate progress and deliver on our impact promise.
2024
Core teams are implementing new ways of working with select clients. By EOY, everyone in Stupid Studio will have been onboarded and trained in our three new impact programs.
2024–2025
A shared purpose across all programs is a client evaluation of impact. By EOY 2025, we will have implemented surveys on at least 50% of our projects to help us track and prove our impact.
FOCUS #02
We want to be a great place to work
Our culture thrives on playful collaboration and fostering lasting client relationships built on mutual respect, trust, and understanding. We aim to ensure that everyone leaves work feeling they've contributed to something meaningful. We encourage everyone to bring their whole selves to work – show you care, voice what matters, actively listen, and dare to ask those 'stupid' questions that spark brilliance.
2024
Starting in June 2024, we are implementing a yearly employee survey program to help us grow and develop as a company and team.
2024–2025
We're committed to investing the time and resources to continuously evaluate and evolve our workplace, leadership, and team.
2025
We want to be a certified "Great Place to Work" and aspire to become one of Denmark's best workplaces within the next three years.
FOCUS #03
We want to lead the way
We are committed to using our business as a force for good, learning and developing our creative and strategic capabilities, and investing time in building impactful partnerships with foundations, NGOs, and changemakers worldwide to make a significant and lasting impact. Today and for future generations.
2024–2025
Everyone in Stupid Studio has been onboarded to the B Corp framework. During the next year and a half, the internal team leading our Impact Assessment work will involve the broader organisation in identifying more opportunities for impact and setting new goals towards our recertification EYO 2025 and beyond. Change is constant.
Curious to learn more?
Want to know more about our B Corp journey and initiatives? Don't hesitate to contact us or sign up for our newsletter!
Copenhagen
Carl Jacobsens Vej 16-20,
Entrance 6, 2nd floor
2500 København
Odense
Brandts Passage 15,
2nd floor
5000 Odense