Carla Haak on shaping people-first brands at Synergi Creative
Carla Haak, executive director of Synergi Creative, describes herself as a creative communications strategist dedicated to building brands that truly resonate with people.
Her work, she says, lies at the intersection of strategy, design and human behaviour.
With a career spanning more than a decade at leading agencies in Cape Town and Namibia, Haak has cultivated a philosophy that meaningful brand work must always put people at its centre.
When asked about the influences that have shaped her professional philosophy, Haak says she learned from mentors who valued both honest creativity and strategic thinking.
She notes that the leaders who guided her believed creativity is most powerful when it solves real problems and that clarity, kindness and courage form the foundation of great leadership.
Reflecting on the start of her career, Haak says her passion was sparked by a fascination with human behaviour and storytelling.
She adds that her experiences across agencies in Cape Town and Namibia taught her to think globally while producing authentic, locally grounded work informed by real insight.
Transformative achievements
Haak explains that her role as executive director at Synergi Creative revolves around guiding the creative vision of the brands under her leadership, directing teams and ensuring that every output remains strategic and human-centred.
She constantly balances creative intuition with business objectives to produce work that resonates with people while delivering commercial results.
Reflecting on her career achievements so far, Haak highlights leading award-winning campaigns, building brand identities from scratch and steering the creative direction of more than 30 brands simultaneously.
She adds that being head-hunted for every role she has taken on so far as a humbling milestone.
Among her accomplishments, Haak singles out being a finalist in the L’Oréal Brand Challenge, describing the experience as transformative.
Innovation with heart
The future of creative work, she says, lies in combining technology with human understanding.
She explains that technology should enhance creativity rather than replace it and that the most effective campaigns blend digital strategy, behavioural insight and smart data.
According to her, Synergy Creative's work is significant because it influences how people experience brands every day.
She underlines that when creativity is applied intentionally, it has the power to uplift communities, strengthen industries and influence culture in meaningful ways.
Stay curious, develop a voice
On leadership, Haak says she is committed to leading with honesty, empathy and a clear sense of direction.
When asked about her guiding principles, she explained that she ensures her team understands the purpose behind each project, not just the tasks involved.
High standards, collaboration and allowing individuals space to express their strengths are central to her style, she said.
Offering advice to young professionals, Haak noted: “Understand the business behind creativity before choosing your niche.”
She encouraged young creatives to stay curious, patient and intentional while developing their voice.
According to her, technology will continue to evolve, but real creativity and true leadership will always come from understanding people.
Her work, she says, lies at the intersection of strategy, design and human behaviour.
With a career spanning more than a decade at leading agencies in Cape Town and Namibia, Haak has cultivated a philosophy that meaningful brand work must always put people at its centre.
When asked about the influences that have shaped her professional philosophy, Haak says she learned from mentors who valued both honest creativity and strategic thinking.
She notes that the leaders who guided her believed creativity is most powerful when it solves real problems and that clarity, kindness and courage form the foundation of great leadership.
Reflecting on the start of her career, Haak says her passion was sparked by a fascination with human behaviour and storytelling.
She adds that her experiences across agencies in Cape Town and Namibia taught her to think globally while producing authentic, locally grounded work informed by real insight.
Transformative achievements
Haak explains that her role as executive director at Synergi Creative revolves around guiding the creative vision of the brands under her leadership, directing teams and ensuring that every output remains strategic and human-centred.
She constantly balances creative intuition with business objectives to produce work that resonates with people while delivering commercial results.
Reflecting on her career achievements so far, Haak highlights leading award-winning campaigns, building brand identities from scratch and steering the creative direction of more than 30 brands simultaneously.
She adds that being head-hunted for every role she has taken on so far as a humbling milestone.
Among her accomplishments, Haak singles out being a finalist in the L’Oréal Brand Challenge, describing the experience as transformative.
Innovation with heart
The future of creative work, she says, lies in combining technology with human understanding.
She explains that technology should enhance creativity rather than replace it and that the most effective campaigns blend digital strategy, behavioural insight and smart data.
According to her, Synergy Creative's work is significant because it influences how people experience brands every day.
She underlines that when creativity is applied intentionally, it has the power to uplift communities, strengthen industries and influence culture in meaningful ways.
Stay curious, develop a voice
On leadership, Haak says she is committed to leading with honesty, empathy and a clear sense of direction.
When asked about her guiding principles, she explained that she ensures her team understands the purpose behind each project, not just the tasks involved.
High standards, collaboration and allowing individuals space to express their strengths are central to her style, she said.
Offering advice to young professionals, Haak noted: “Understand the business behind creativity before choosing your niche.”
She encouraged young creatives to stay curious, patient and intentional while developing their voice.
According to her, technology will continue to evolve, but real creativity and true leadership will always come from understanding people.
