A particular kind of energy fills the room when everything clicks—when purpose, people, and process align. At #inextremis, we live for these moments—not because they’re loud or flashy, but because they’re real, human, and effective.

One of those moments happened recently with EUMEPS, the European association representing the expanded polystyrene industry. Like many associations, EUMEPS had an important story to tell—one that risked going unheard amid the noise of the Brussels bubble. But this time, something different happened. Together, we created a campaign that gave voice to the women shaping the industry from the inside.

We called it Women of EUMEPS.

And we didn’t just tell their stories. We built a home for them 👉 https://eumeps.eu/womenofeumeps

This wasn’t about checking boxes or ticking off deliverables from the first conversation. It was about building something meaningful that could last beyond a LinkedIn scroll or a conference backdrop.

Jürgen Lang, EUMEPS’s Director General, brought a clear vision and quiet determination.

Ingrid Cesaro, their Communication Manager, brought her listening skills, sharp intuition and strong editorial eye.

Working side by side, they didn’t just brief us—they built with us. It wasn’t a client-supplier dynamic. It was a creative partnership in the truest sense.

Complexity, simplified through connection

We all know how layered the communications landscape can be, particularly within European associations. You’re speaking to policymakers, members, partners, and critics—often all at once and with limited time, space, and attention.

The EUMEPS campaign reminds us that clarity isn’t about stripping things down to the basics. It’s about lifting what truly matters to the surface. That happens not through tools or templates but through trust, deep conversations, challenging questions, honest feedback, and shared ambition.

That’s the part of our job we care most about—because that’s what drives impact.

Visibility, anchored in purpose

At the heart of the campaign lies a simple, powerful message: there is no sustainability without inclusion. The women of EUMEPS are not just participants in the value chain—they are drivers of innovation, safety, circularity and climate progress.

Each testimony featured in the campaign reinforces a shared truth: diverse teams don’t just perform better; they build better futures. By highlighting real stories from real professionals—engineers, researchers, communicators, and decision-makers—the campaign reframes what leadership in the industry looks like today. It also invites the broader ecosystem to rethink its assumptions.

When visibility becomes visibility with meaning

Let’s be honest. We’ve all seen campaigns that look great but feel hollow. Stylish design, polished headlines… and then? Nothing sticks. There is no memory. There is no shift in perception.

What we aimed for with Women of EUMEPS was something more grounded.

The website became a hub, yes. But more than that, it became an invitation. A space where members saw themselves recognised, where their contribution—too often overlooked—took centre stage. This wasn’t about positioning the association as modern. It was about showing that it is modern through the people who make it so.

Because visibility is not the goal. Resonance is.

A question we often return to

At #inextremis, we frequently ask ourselves: Will this feel real to the people who matter most?

If it does, the work will do what it’s meant.

If it doesn’t, no amount of strategy will save it.

So here’s what we learned again, working alongside Jürgen, Ingrid, and the team at EUMEPS:

When an association dares to show its human side—its people, values, and inner life—it doesn’t lose credibility; it gains it.

And when a campaign feels like the result of a shared vision rather than an external spin, people engage, listen, and sometimes even change their minds.

That’s the power of intuitive communication. That’s the space where we do our best work.

Let’s stay in that space. Let’s talk about what your next conversation could look like.