The E+U Hiestand studio made Swiss design history from its foundation in 1960. At the outset the studio’s style was characterized by absolute formal reduction and terseness, especially in the domain of packaging. Since 1980 E+H Hiestand have run their own studios. Ursula Hiestand has broadened the basic philosophy of E+U Hiestand (combining purist clarity with radical simplicity) by including the factor of emotion. This happens particularly in photography, in which the interaction of the emotional element with the abstract design approach creates a tense dialogue. Engagement and clarity in attitude is also key to her cultural and educational work, which she has practised over decades as a promoter of the professional ‘next generation’, with the objective of creating understanding and closer relationships.