Final-year students across the University of Westminster’s Business courses visited creative design and technology studio New Genre as part of their studies to explore business strategy, ethical practices and sustainability, while gaining insights into careers in the design and technology sector.
New Genre is a global design and technology studio based in Greenwich’s Design District in London. It helps businesses develop their brands, digital products and customer experiences through strategy, creative design, technology and development.
New Genre has worked with a diverse range of clients, from emerging technology companies to established international businesses. Its portfolio includes Accel, a global venture capital firm; ElevenLabs, an AI-powered voice technology company; and Sylvera, a climate technology company helping businesses invest in credible environmental solutions. Beyond the technology and investment sectors, New Genre has also worked on a campaign for Bite Back, a youth activist movement founded by the Jamie Oliver Group that campaigns for more sustainable food systems.
The two-day visit was part of the Strategic Perspectives module for final-year Business students. The module aims to equip students with the skills to critically analyse an organisation’s current strategic position, formulate and implement sustainable strategic solutions and identify leadership strategies to support this process.
The visits were organised for students on the International Business BA Honours course, as well as those studying Languages and International Business BA Honours and International Business (Top Up) BSc Honours, formerly Global Trade and Business BA Honours.
During one of the visits, students heard from New Genre co-founder Mihai Toma, who spoke about how the studio began as an idea developed in a bedroom by him and co-founder Jack Smethurst. Mihai focused on design, while Jack took responsibility for the technology side of the business. Students also had the opportunity to connect with one of the studio’s designers, Natalia Kurzydlak.
The New Genre team emphasised the importance of ethical, forward-thinking and collaborative approaches to its work, considering the impact of its projects on consumers and the planet. Mihai shared insights into the responsibility designers have to society through their influence on people’s opinions, behaviours and decisions. He also explored ethical dilemmas in design, from misleading product packaging to advertising products that could endanger lives.
One of the students from the International Business BA Honours course, Jessica Jacobs, said: “I was deeply inspired by Mihai’s optimistic outlook and his love and appreciation for the future. It was great to hear how his studio is currently working with eco-conscious companies and those seeking solutions to create more sustainable energy, all of which are helping make the world a better place. The talk also highlighted to me the immense power and responsibility design companies have in shaping the world as product design and packaging influence people's opinions, behaviours and decisions.”
Field trips such as the visit to New Genre studio directly contribute to the United Nations Sustainable Development Goals (SDG) 4: Quality Education, 9: Industry, Innovation and Infrastructure and 11: Sustainable Cities and Communities. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Learn more about courses in Business and Management at the University of Westminster.
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