Future by Design
We are thrilled to announce our newest addition to the Ethical Agency Alliance: Future by Design.
A Novi-Sad based agency driving positive global influence and working across climate, gender, health, and social impact. Curious, open, and always ready to connect with people and ideas that can spark something new.
“The name ‘Future by Design‘ comes from the belief that the future isn’t something we wait for, it’s something we shape, and that every project we take on is an opportunity to design the kind of future we want to live in.”
Find out more: https://www.futurebydesign.studio
Below, read the interview with Mirjana Arlaud, Founder and CEO of Future by Design👇
What does creativity for good look like to you?
For me, it starts with having clear principles on how we use communications, design, and creativity for a better future, always driving positive action for people, planet, and future generations.
It also means being mindful of whom we work with and the projects we take on.
And above all, it’s about inclusivity. Appreciating what diversity truly means, and putting ourselves in the shoes of the audiences we’re creating for.
How do you drive change in your work?
By constantly asking: How can we do better?
Even when projects achieve strong results, we push ourselves to uncover new ways of telling stories, finding creative directions that resonate more deeply, and being fresh, innovative, and bold.
This commitment feels even more urgent today, as sustainable development, climate action, diversity, and women’s rights face growing challenges while funding declines. At the very least, future generations will expect us to hold the line.
What are some examples of creativity being used to drive climate action that inspire you?
I’m especially inspired by campaigns that go beyond fear, embrace boldness, and speak with clarity and confidence. The strongest campaigns are often very simple, anchored in one sharp message, which makes them memorable.
One campaign that stood out for me is Woolmark’s Wear wool, not fossil fuel. It brilliantly distills a complex issue into a single line: why wool, a natural solution, is better than the fossil fuel-based textiles still dominating fashion.
See more here.
When and how did you have the 'aha'-moment to transition your agency to focus on sustainability?
Before launching Future by Design, I spent nearly a decade at the United Nations working on sustainability in the global health sector, long before “sustainability” became a mainstream buzzword and even before the SDGs were adopted.
At that time, integrating sustainability into projects wasn’t optional for me; it was the foundation. Through my work, I helped mobilise millions of dollars in funding, launch major global and regional initiatives, organise large-scale capacity-building efforts, and strengthen thousands of partnerships around the world. The results were tangible: improved health outcomes, stronger systems, and real impact on the ground and at high-level policy.
Yet I also realised something was missing. Many of the UN achievements like these weren’t being communicated at the scale they deserved. Powerful stories of change, innovation, and hope often stopped at internal reports or stayed locked within policy circles. That communication gap was my real ‘aha’ moment.
In 2018, I decided to bridge that gap by founding Future by Design, a purpose-driven creative agency working solely with organisations committed to sustainable development.
From day one, our mission has been clear: to advance the SDGs through bold communications, to champion women’s empowerment, and to celebrate diversity. Our work exists to inspire more people to join the conversation, take part in solutions, and feel that sustainability is not only urgent but also achievable.
What is your biggest challenge as an Ethical Agency?
One of the biggest challenges is market share.
As a purely purpose-driven agency, our potential client base is already more limited than that of traditional agencies. On top of that, many of the non-profit organisations we partner with are facing major funding cuts. To give some perspective: campaign budgets we worked with in 2019 were halved by 2022, and then halved again by 2025. Many organisations are downsizing staff, which inevitably puts a strain on their ability to invest in creative partnerships.
Still, we remain deeply committed to what we do. Every challenge has pushed us to think differently, forge new relationships, and experiment with bold formats and solutions. And while the sector is adjusting to new realities, our belief in the power of creativity for sustainability has only grown stronger.
We know that communications and design can inspire action even in difficult times, and we will not back down. If anything, this moment is a reminder of why agencies like ours exist: to stand firm, stay hopeful, and keep shaping the future we believe in.
Why did you join our Ethical Agency Alliance?
Because it felt like home.
The Alliance is fully aligned with our core values, thinking, and ways of working, so it made perfect sense to join this community. For us, it’s not just about being part of a network. It’s about accountability, shared learning, and standing shoulder to shoulder with others who are equally committed to driving change in the industry.
Together, we’re stronger and better equipped to push the creative industry toward becoming a true force for good.
What do you believe needs to change for the creative industry to be a real force for good?
We need more leaders at the helm of major creative agencies who not only believe in climate action but are also unafraid to confront shareholders, choosing long-term impact over short-term revenue, even if that means cutting ties with fossil fuel clients.
