Lucie Ulrich

Lucie Ulrich

Creative Strategy | Editoral Strategy | Content DirectionBerlin, Germany
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Pip Jamieson
Sophie Howe
NastPlas Team
Lucie Ulrich

Lucie Ulrich

Creative Strategy | Editoral Strategy | Content DirectionBerlin, Germany
About me
Knowing how to captivate the heart and mind, I transform brands, products and people into beautiful stories that move and inspire. 
I have been working as a creative strategist, content and editorial director for more than 15 years. Grounded in editorial thinking, I 
advise media and brands on how to create value through meaningful content, while linking 
it to the most relevant topics of tomorrow. To say hello or discuss a project, please get in touch.
  • LOST iN: editorial strategy & content curation
    LOST iN: editorial strategy & content curationLOST iN is an independent travel guide for people that want to dive in to the identity of a place, the flavours, the sounds and, most importantly, the people that make it unique. Printed guides and a mobile app are free from tourist traps and full of ways to discover what it is that makes the world’s greatest cities all that great. TASKS: Curation and conceptual development of a new editorial format that reinvents the world of sports, healthy living, food 
and wellbeing for creative travelers,
  • Frame Studio: conception & creative strategy
    Frame Studio: conception & creative strategyWith more than 20 years of experience in the design industry, FRAME is the world‘s leading media brands for interior design professionals. FRAME STUDIO offers a range of creative services for brands, partners, and sponsors such as in-depth editorial reports, customized publications, video features, trend consulting and event curation. Responsibilities: Conception and creation of media kits and the FRAME Studio website including selected showcases of bespoke branded content projects. Consulting
  • Frame Views: video production direction
    Frame Views: video production directionAs part of the creative services offerings of FRAME Studio, Frame launched a video channel that literally puts design in motion. Called FRAME VIEWS, the channel sets out to define the developments and showcase the people, products and brands that are pushing interior design forward. Kicking off Frame Views is a video about designer Germans Ermics, who aims to dissolve the myths around glass. Responsbiilities: Development of various video formats. Management of the production of a pilot from pre
  • Frame Awards: content & team direction
    Frame Awards: content & team directionThe FRAME AWARDS honor the world‘s best interiors in more than 30 categories. The live judging followed by the awards ceremony occurs every February in Amsterdam surrounded by FRAME LAB. Going beyond the traditional trade fair, Frame Lab spots keynote talks, panel discussions, workshops and brand experiences. Responsibilities: Developing and managing the event-related content output, vision and direction. Leading and overseeing a multi-disciplinary team through the entire process starting with
  • IGNANT: content marketing conception
    IGNANT: content marketing conceptionIdea pitch
  • Paper & Tea: content marketing conception
    Paper & Tea: content marketing conceptionPAPER & TEA revives the legacy of tea culture. The brand 
promotes the role of fine tea for a full-filling modern lifestyle through a sophisticated design and storytelling strategy. With two flagship stores in Berlin and an international distribution network, P&T offers an authentic, one-of-a-kind tea drinking experience. Responsibilities: Creation of content mood boards, content topics and ideas. Development of a launch campaign for a new product line of scented ambience candles with focus on
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Work history
    Content Strategist | Managing Editor | Content DirectorFreelance
    Berlin, GermanyFreelance
    Conceptual and strategic development, content and editorial strategy, content and editorial direction for sophisticated print publications, website and social media content and branded content projects for publishers, brands and institutions in the interior design, architecture, travel and hospitality industry.
    Creative Services | Team LeadFrame Publishers
     - Amsterdam, NetherlandsFreelance
    Development and direction of creative services projects: bespoke publications, videos or brand experiences for the interior design industry as well as team leadership, jury, speaker and partnerships management, and program curation for the Frame Awards and Frame Lab. |
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  • Brand Consultancy
  • Content Marketing
  • Branded Content
  • Concept Development
  • Creative Strategy
  • Editorial Direction
  • Concept Creation
  • Content Strategy
  • Content Development
  • Editorial Leadership
    Content MarketingIndisoft
     - Berlin, Germany
    Grade: very good
    Business Communication ManagementHTW Berlin
     - Berlin, Germany
    Bachelor of Arts, Grade: 1,4 (very good)
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