“NOOR wants to tell these stories. Their stories. They make a difference. We believe they can change people’s perspectives.” – Stanley Greene
Embracing Change & Amplifying Voices
At the heart of NOOR burns an inextinguishable fire fuelled by a passion to inspire action on the critical issues of our time through the power of visual storytelling. Since our founding in 2007, we have grown into a global collective of artists, storytellers, and visionaries who believe in the transformative impact of visual storytelling to create a fairer, more just place.
As the industry and global culture continue to shift, NOOR has been adapting to meet these changes. After much reflection and with the trust and support of our founding partners, whose legacy will always be a vital part of NOOR, we are taking a significant structural step forward: transitioning from a collectively owned agency led by its photographers to an independent foundation that supports a global community of visual storytellers and educational initiatives. This transformation enables us to more effectively support and showcase a diverse range of voices while carrying NOOR into a sustainable future. We are extremely grateful to NOOR’s authors, shareholders, and NOOR’s interim managing director, Bas Siers, for their guidance and essential contributions in making this important transition possible. Moving ahead, we look forward to continuing to work with NOOR’s former shareholders and the collective of visual storytellers in new and different capacities within our evolving organisational structure.
In line with this new framework, we are delighted to announce the appointment of Sarvenaz Fassihi as our new managing director. Sarvenaz brings extensive experience working with international foundations. With the support of NOOR's team and board, she will ensure a smooth transition to NOOR’s new organisational model.
Sarvenaz Fassihi is an Amsterdam-based strategist and consultant specialising in social impact and the creative and cultural industries. Having worked with global non-profit institutions in various capacities, she has expertise in issues such as gender, the climate crisis, migration, and social change. Sarvenaz holds a master’s degree from the UCLA, and a master’s degree from SOAS. Born in Iran, Sarvenaz spent her childhood living across continents, which has fostered her love for cross-cultural collaboration and knowledge exchange.
Future Vision: Our commitment remains steadfast: to address pressing global challenges—such as climate crisis, forced migration, and social injustice—through the lens of ethical representation and inclusivity. With this new chapter, NOOR aspires to be a global organisation that collaborates with local talent and expands its educational programmes to learn from and contribute to diverse perspectives.
We aim to create a future where visual storytelling reaches new heights, connecting people across borders and bringing critical narratives to the forefront. We are proud to share this exciting news with you and look forward to what we will achieve together.
Interview with Sarvenaz Fassihi
Read the interview with Sarvenaz Fassihi, NOOR's new managing director, as she discusses the foundation's new chapter and her future vision with head of communications & community, Betül Ellialtıoglu.
Photo © William Lounsbury
- Congratulations on your new role, Sarvenaz! Could you start by telling us a bit about yourself and what inspired you to take on the role of managing director at NOOR Foundation?
Thank you! Visual artists and cultural facilitators are at the heart of innovation. They are the constant forces propelling cultural, social, and critical policy changes on the pressing issues our world confronts today. I believe in the power of visual storytelling to drive change and connect with audiences across cultures and political spectrums. Having these stories told by the people who are directly affected, or in close contact with issues such as the climate crisis, migration, displacement and conflict is crucial to humanising their experiences, especially in a world where mass media is often, sadly, focused on the dehumanisation of these individuals.
On a personal level, I am a child of immigrants, and have lived in a number of countries because my birthplace was no longer safe. It is the stories and images, kept in boxes and carried with me throughout different stages of life, that have allowed me to understand my own and my people’s history from a nuanced perspective. This has helped me recognise the significance of personal archives in connecting to the shared experiences of others who have faced, and are facing, similar situations.
- Given your extensive experience with foundations, how do you plan to leverage that expertise to shape NOOR's new direction?
My experience with international and local organisations has equipped me with knowledge and expertise in change management that will help NOOR Foundation through its transition to becoming a sustainable organisation. With a strategic vision, a strong team, and the essential input from the NOOR board, partners, and community this goal is no doubt achievable. In addition, I hope to bring in my knowledge and experience, particularly in working with vulnerable and marginalised communities, to the programming of future projects and to NOOR as a whole.
It is very exciting to be a part of NOOR during this organisational transition to a foundation model. I am proud of the NOOR team and founding members for collectively making the decision to preserve its rich legacy while adapting a new model that ensures stories are sourced locally by those whose communities are directly affected. This approach builds local industries and capacities, builds trust, and helps to counter dominant narratives, which are often biased, politically driven, harmful and difficult to verify. I will be working with NOOR’s interim managing director, Bas Siers, and the rest of the NOOR’s dedicated team to ensure a smooth transition.
- NOOR is transitioning to a foundation with a focus on education and global community. How do you envision this shift impacting the organisation’s work and outreach?
I believe NOOR's core values and objectives will remain the same: to advance education and media literacy with a focus on diversity and representation. Our goal is to expand on this with a new organisational model, working with visual storytellers across the globe, supporting them to strengthen their capacities, and connecting them with colleagues and collaborators worldwide. It's amazing what can come out of collective efforts, and our goal in building a community is to create a basis for knowledge and exchange and provide the critical support needed to strengthen and amplify their voices. NOOR's role here is to facilitate this process, acting as a partner to support our community and learn from their experiences as much as they learn from us.
- How do you plan to engage with local communities and artists to ensure their voices are represented in NOOR's initiatives?
We will collaborate with local visual storytellers and past and present NOOR authors as facilitators and mentors for our educational programmes. They will provide valuable insights to inform us of local contexts and needs when co-creating these programmes. With environmental sustainability as part of our core ethos, we will also work with our local partners to develop exhibitions within their communities, countries, and regions. The NOOR Foundation will serve as a vehicle to share their stories and collaboratively present these exhibitions worldwide, with sustainability at its core, to influence mainstream narratives and inspire dialogue and debate to co-create change.
- What do you see as the biggest opportunities and challenges for NOOR in this transition, and how do you plan to address them?
The biggest opportunities and challenges go hand in hand. The challenge lies in the current state of our world: media saturation, censorship, political polarisation, and a disconnect between people and communities. However, this also presents our greatest opportunity: to collaborate with remarkable individuals and minds to take back conversations and spaces, focus on humanity and solutions, and create connection and nuanced perspectives.
- Finally, what message would you like to share with NOOR’s supporters and partners as we begin this exciting new chapter together?
Your support is invaluable and greatly appreciated during this exciting time of transition for NOOR. It is only through collective action that we can create a more just world, where every human story is valued and every image and narrative makes a difference. We look forward to engaging with all of you and sharing this journey together.
Header photo: © Stanley Greene / NOOR
Survivors of the Samashki massacre - Women and children took flight after an infamous massacre. Russian troops are accused of destroying the village by torching houses, pillaging, raping and executing civilians. Of 100 people killed, only four were identified as rebels, April 1995.