The Humblebrag is an editorial platform with its own, growing creative community (The ACE Collective).

This is underpinned by a strategic communications consultancy that partners with companies embracing innovation and change.

Lucy von Sturmer calls for transparent, authentic leadership

The Humblebrag was founded in 2017 by Lucy von Sturmer following a 10+ year career working across media, NGOs, and the creative industries as a journalist, writer and communications strategist.

Her most recent titles include Global PR Manager at MediaMonks, Head of Communications at The ZDHC Foundation, and Digital Marketing Manager at Hivos, Making All Voices Count.

Before launching The Humblebrag, Lucy found her “voice” writing on a range of topics such as sustainable fashion in publications such as The Huffington Post, Mumbrella, The Drum and Sustainable Brands.

Today, through The Humblebrag, she profiles global change-makers with a team or writers and supports companies and brands to amplify their voice too.

Services include:

  • Brand positioning
  • Communications Strategy
  • Content writing
  • Copywriting
  • Press relations

Define your brand position & amplify your purpose

Looking to define your authentic brand purpose, and solidify your position as a reputable thought leader?

We help companies to distill and define their brand DNA, unique position in the market, and key areas of expertise.

Our workshop will garner key insights, hone your messaging, and translate your ideas into a guiding thought leadership canvas to set you on your way.


Working with purpose-driven clients who walk the talk

HarrimanSteel is a brand experience agency in Amsterdam founded in 1999. Over the past two decades, the agency has worked with a range of bespoke lifestyle and cultural brands such as Patagonia, TOMS, Sonos, and Nike and is famed for crafting bold ideas that transform everyday transactions into intimate commerce. HarrimanSteel continues to be led by original Co-Founders Nick Steel and Julian Harriman, and is supported by a team of creative strategists and strategic creatives. The Humblebrag supports with ongoing PR and thought leadership placement.


LabRooms is an innovative start-up with a unique proposition. They’re not facilitators, they’re not consultants, and they’re not an agency; but in many ways they’re all three. LabRooms offer one-day sessions on a range of areas to help companies unleash “the power of now.” As their proposition grows, LabRooms is rolling out a programme for everyday people to ‘Design Your Life.’ The Humblebrag supports LabRooms with ongoing PR and thought leadership placement.

For new business enquiries please get in touch with hello@thehumblebrag.co or call
Lucy on +31 63 33 70 03 18 for a free 30 minute consultation.

Looking for a whizz with words?

Are you looking to tell your story in a more inspiring way? Need help fine tuning your message, or exploring the best way to amplify this?

We write compelling copy, create engaging content, and offer strategic advice to help companies define their position as a reputable thought leader.

We work with clients big or small, from startups to Fortune 500 companies. Reach out to book an hourly consultation.


Bring your story to life

Want to bring your story to life? Looking to create a buzz around a specific event or project? We partner with companies and brands to drive effective PR and thought leadership strategies. We craft compelling stories and secure effective media coverage to help our clients achieve their business goals.

Amplifying the voice of change–makers

People are calling for more transparent, authentic, and purposeful leadership. We believe in the power of thought leadership to drive social, cultural and environmental change.

As a platform and a consultancy, we are dedicated to amplifying the voices of innovators, forward-thinkers and industry disruptors driving positive change across sectors.