Find clarity. Shape what comes next.
STRATEGY · CREATIVE CONCEPTS · SPARRING
New Waters is an independent strategy and creative studio working with people and brands on questions of identity, direction and change.
I’m Sonja, founder of New Waters. With a background in communication, brand strategy and creative leadership, alongside training in systemic coaching, I bring strategic thinking, creative exploration and human understanding to my work.
For People
Navigate change. Find your direction.
Systemic coaching for transitions, decisions and new beginnings.
For Brands
Clarify your strategy. Shape your ideas.
Brand positioning, creative concepts and strategic sparring.
I believe brands and organisations evolve, just as people do. When who we are no longer reflects who we’re becoming, New Waters creates space to pause, find clarity and discover new possibilities.
Sonja Kellinger, Founder of New Waters
Not there anymore. Not here yet.
Sometimes, what once felt right no longer fits. A role, a brand, a way of working or a sense of who we are. You know something needs to change, but the next step isn’t clear yet.
That’s where New Waters begins: creating space to see things differently, find clarity and shape what comes next.
What matters. What makes you distinct. What’s possible.
I bring strategic thinking, creative exploration and human understanding together to uncover what makes people and brands distinct – and translate it into clear direction, meaningful ideas and creative expression.
A change of place. A change of perspective.
New Waters began with a move.
Moving from Germany to the South of France made me question what identity, work and belonging mean – and how much can change when we look at things from a different perspective.
With 15+ years in communication, brand strategy and creative leadership, alongside my training in systemic coaching, I work across strategy, creativity and personal development. I move between structure and intuition, the bigger picture and the details, personal insight and brand expression.
I’m interested in what lies beneath the obvious – the connections others might miss, the questions worth asking and the ideas that emerge when we see things differently.
Working in Marseille?
A local perspective for projects with a sense of place.
Marseille is more than a location. It is a culture, a network and a source of unexpected perspectives.
I connect international brands, agencies and productions with local knowledge, creative perspectives and On-the-ground support in Marseille and the South of France.