Nemesis

Nemesis helps ambitious businesses clarify what they stand for, so they stand out with consistency as brands.			

Founded in 2020 in Brussels, Nemesis is a branding firm whose purpose is to transform businesses into brands (with clients both in B2C and B2B). 

We believe branding is best done when really understanding how to align business, humans and experience.
From transformative discussions and radical immersion, we find what makes our clients unique and articulate their purpose in an actionable brand strategy. 
We then build a visual identity that they will be proud to champion.

Visit nemesis.studio for more

Managing Director

Board of Innovation

Board of Innovation is a global innovation agency that works with the world’s most ambitious businesses to imagine tomorrow’s products, services and businesses - and make them today. 
With offices in Antwerp, New York, Amsterdam, Singapore & São Paulo, they serve clients across the globe including Roche, Nestlé, Levi Strauss, World Economic Forum, Danone, GE and more.   

At Board of Innovation I was responsible for the EMEA Regional Commercial activities and Marketing efforts including revenue targets and helped them grow the EMEA business from 4,6M in 2020 to 8M in 2022.  

Some of my activities and responsibilities included: 
- Building and managing a strong team including hiring/firing/performance management/development 
- Delivering on the Amazing People strategy
 - Lead by example and build a team culture that is in line with the core values 
- Own the region’s key clients by implementing strategic account management to build longer and more impactful partnerships with global brands 
- Lead and support the new business development teams in crafting winning proposals to helps the world’s most ambitious businesses make what life needs next.  
- Coach account leads in building out their accounts and winning projects.
 - Contribute significantly to the creation and implementation of the regional strategy as part of the regional leadership team, being an ambassador of the global strategy 
- Developing new offerings for our main verticals (Healthcare, CPG & Industrials)

Growth Director EMEA

WEKT Logistics

WEKT Logistics helps companies find solutions to their daily logistical challenges so that they can grow hastle-free and focus on their core business.

Powered by technology, perfected by humans.
WEKT Logstics offers daily pickups, on-time deliveries as well as warehousing, order-picking & dropshipping services in a sustainable way. 

We aim to work with clients who care about a sustainable future, and share our vision in how to get there. 
We combine AI and advanced planning software to optimize costs and minimize the impact on the climate, with intensive eco-driving training programs for our drivers. 

100% of our 30+ vehicle fleet runs on either Bio-diesel or are fully electric vehicles.

Co-Founder

EasyPost Belgium

EasyPost processes national and international mail, registered letters and packages at competitive prices in the market keeping focus on the client’s best interest at all time. 

During my time at EasyPost I was able to contribute to 
1) a revenue increase from 7,6 mil € in 2015, to 55 mil € in 2020.
2) as a client increase from 242 clients in 2015 to 2160 clients in 2020. 

As Commercial Director I was responsible for the sales department that ensured the rapid growth of EasyPost which involves the development of a sustainable sales strategy as well as the creation of tools to find new business opportunities for the company. I overviewed the Marketing strategy of the company working closely with and directly reporting to the CEO. This included:

- Embody company culture and maintain high employee engagement.
- Setting activity and revenue targets for members of the sales team.
- Continual training and development of all members of the sales department.
- Track sales metrics and report data to leadership on a regular basis.
- Developing sales strategies and tools to optimise the prospecting & sales process.
- Managing the Tender Team, that handles all government contracts.

- Managing the Marketing Department applying Growth Marketing strategies
- Ensure consistent lead generation & development of a marketing automation system.
- Creating an outbound sales team and setting up cold email automation software

- Managing the recruitment process.
- Identifying and implementing new software to optimise business processes
- Development of innovating new products for the Belgian postal market.
- Operational & Strategic decision making for the company as a whole.
- Defining and implementing a CSR strategy.

Commercial Director

As a Sales Manager I was responsible for the development of new business opportunities as well as implementing a strategy and developing tools to enhance sales for the company. Which included:

- Maintaining high sales employee engagement
- Developing sales strategies and setting targets for individual reps. 
- Track sales team metrics and report data to leadership on a regular basis
- Involvement in the recruitment process
- Developing tools to optimise the prospecting & sales process
- Managing of tenders and government contracts
- Key Account Management

Sales Manager

- Development of new business opportunities in the Brussels region
- Grow new leads through communicating with C-level executives
- Managing the sales process from start to finish
- Manage existing customers
- Advocate the customers needs internally

Account Executive

Whole Systems

Trade Mission in U.A.E. (Dubai, Abu Dhabi)

- Empathy analysis & user-centric needs analysis of potential clients
- Market Survey, Investigate main requirements, acquire insight into decision-making processes, user-journey mapping
- Identifying and screening of potential partners & mapping the ecosystem

Business Analyst

Self Employed

Managing of numerous students towards better grades by overcoming study
difficulties and explaining courses from a different point of view with a special focus on structure.

- Design and preparation of personalised lesson plans
- Teaching specific courses: Mathematics, Sciences, French, Dutch, English, .. 
- Improving the study method of the student

Tutoring and Study Coach

Helping people and organizations find clarity in order to reach their full potential.

I am all about helping people and organisations find clarity in order to reach their full potential.
Currently trying to give this personal narrative shape with Nemesis, which I co-founded in 2020.

We’re not your typical branding agency and we never mean to be. We are at the intersection between agency and team members.

We believe in branding done differently. It's about aligning, inspiring, and federating people around a shared vision, not just slapping on a new logo.

We work side-by-side with our clients to unlock the power of their brand. We dig deep to unearth purpose and make it visible.

Johan Wouters

The entrepreneurial journey looks individual from the outside.
From the inside, it’s anything but.

Building Nemesis with two co-founders has made one thing very clear:
together is better.

Better for the ideas.
Better for the hard decisions.
Better for the moments when things click and the moments when they don’t.

We challenge each other, push each other, and keep each other honest.
And that’s what’s kept this company moving for six years and counting.

Entrepreneurship doesn’t need a hero.
It needs a team.

#branding #nemesis #entrepreneurship

Helping brands find clarity - Strategy & Growth

These past 4 days, the three of us went on our annual Nemesis offsite.
Sydney Funck & Yaël Pinchart

A moment to step away from the day to day, look back at the year behind us, and have the conversations that rarely fit into regular meetings. What worked. What didn’t. What we learned.

Most importantly, we took the time to outline how we want to engage in 2026. Not just in terms of growth, but in how we show up for our team, our clients, and the work we choose to take on.

These moments of pause and alignment are what keep the company moving forward with intention.

Clarity first. Execution follows.

#Founders #Strategy #Nemesis

Most companies talk about what they sell.

The best ones talk about the problem they solve.

Because no one wakes up wanting your product, they wake up with a problem to fix, a goal to reach, a pain to ease.

When you speak to that, you stop selling and start resonating.

Clarity isn’t about describing what you do. It’s about showing why it matters.

#strategy #branding #messaging

Talk About The Problem _ Nemesis Branding

Communication is not about saying what we think.
It is about ensuring others hear what we mean.

We often assume clarity because the message makes sense in our own head. But communication only works when the meaning lands on the other side in the way we intended.

This is as true for leaders as it is for brands. The responsibility is not in the speaking, but in the understanding.

#clarity #communication #messaging

At Nemesis, we've abandoned the tired "think outside the box" mantras. Instead, we anchor every branding project in strategy first, digging deep to find genuine meaning before touching design.

Because "make it look amazing" isn't a brief. It's a creative death sentence.

Our design team has discovered something counterintuitive: true creativity flourishes within boundaries, not despite them. When strategy defines the problem, when meaning guides the concept, when clear direction frames the work, that is precisely when magic can happen.

A world that's meaningful by design isn't about aesthetic trends or visual gymnastics. It's about creative work that matters, grounded in purpose and driven by insight.

The blank canvas is overrated. Give us constraints, strategy, and direction. That's where designers become storytellers, and brands become unforgettable.


#branding #creativity #strategy

In case you needed to be reminded why storytelling matters.

A priori started as a simple idea from journalist Catarina Letor: give real people the space to challenge our assumptions.

 The result is a podcast that turns prejudice into perspective and walls into bridges.

We worked with Catarina, Oana Mija, and Anomaly to shape it from the ground up; from naming and concept to the visual and motion identity. A mix of collage, texture, and motion to mirror the messy, layered nature of human experience.

A project about empathy, curiosity, and seeing people as they are, not as we think they are.

Here’s what that looks like 👇

#branding #design #podcast

We made hats.

They aim to Make Branding Great Again; a small reminder that strategy, clarity, and creativity still matter in a world of shortcuts and templates.

They’re now live on our Nemesis website 🧢

For everyone who believes branding isn’t dead, just waiting to be done right again.

👉 https://lnkd.in/ev_u5kw9

New work: Entrepreneurs inspirants

More than a network, Entrepreneurs Inspirants is a living ecosystem born in Wallonia bringing together leaders, independents, creators, and builders who want to do business differently.

Our role at Nemesis was to give shape and clarity to that ambition.
To connect resources, events, training, support, and visibility into one unified brand that brings direction to people who move quickly and want to move well.

Entrepreneurs Inspirants doesn’t replace what exists.
It completes it.

With a singular voice, strong values, and an entrepreneurial mindset that feels both grounded and forward-looking.

Here’s a first look at the brand’s new chapter 👇

Thanks to Geoffroy Josquin and Malek Farhat for the collaboration

#rebranding #clarity #entrepreneurship

Thursday throwback to one of our earlier projects at Nemesis.
The rebranding of Makisu.

Makisu has been shaping the Belgian fast casual scene for more than ten years, bringing together Japanese and Californian influences in a way that feels both familiar and completely their own.

After opening five restaurants in Belgium, the founders reached a point where growth required clarity. They wanted to understand who they had become as a brand and how to express that with intention.

With a decade of stories, a decade of refining techniques and processes, and a team of 150 people carrying the culture forward, it was the right moment to pause and look inward.
Our work at Nemesis was to help them reveal the essence that had been there all along.

A project that still feels as fresh today as when we delivered it.

#Branding #Strategy #Rebranding

Every brand reaches an inflection point.
A moment where the strategy, the story and the identity no longer match where the company is going.

At that moment, there are only two paths.
You rebrand and grow.
Or you hesitate and slowly disappear.

Rebranding is not decoration. It is alignment. It is the moment a company chooses clarity over confusion and momentum over stagnation.

Brands that move with intention evolve.
Brands that wait fade.

#Strategy #Rebranding #Growth

It’s been a full trimester at Nemesis.
A lot of work.
A lot of thinking.
And a lot of brands released into the world.

From strategy to identity, from podcasts to services to product brands, the team has been pushing hard, staying sharp, and delivering work we’re genuinely proud of.

Here’s a look at what we’ve been building.

#branding #strategy #clarity

AI is not a feature.

It’s a foundational layer shaping everything we do, every decision we make, and every system we build.

Positioning your company around AI is like positioning around electricity. It’s not the differentiator. It’s the infrastructure.

The question isn’t “Do we use AI?” 
it’s “What do we do with it that others don’t?”

A brand built on a feature is temporary.
A brand built on meaning lasts.

#AI #Branding #Positioning

The World Cup has always carried political weight.
For decades, governments have used it to sportswash their human rights records.

But now FIFA is doing the sportswashing itself.

Inventing and awarding a “FIFA Peace Prize” to Donald Trump with no criteria, no process, and despite well-documented human rights violations under his administration isn’t a neutral gesture. It’s an institution rewriting reality through ceremony.

And what makes it worse is how far this decision sits from FIFA’s own values:
Transparency, Accountability, Integrity, Solidarity, Courage, Justice, Democracy.
Not one of these are reflected here.

When an organisation that claims these principles stops upholding them, trust erodes quickly. And football (a sport that unites billions) deserves better than that.

Some decisions don’t just miss the mark. They contradict the story an institution tells about itself.

#values #clarity #integrity

If your brand lacks clarity, AI won’t fix it. It’ll amplify the chaos.

When your culture is unclear, when your processes are messy, when no one really knows what the brand stands for; AI just scales the confusion faster.

Technology doesn’t create alignment. It exposes the lack of it.

AI only works when the foundations are clear: brand, culture, process. 

#AI #Branding #Strategy

At Nemesis, we spend our time helping brands find clarity.

Clarity about who they are.
Clarity about what they stand for.
Clarity about the value they create and the message they want the world to understand.

When that clarity appears, everything else becomes easier. Decisions align. Teams move in the same direction. Communication stops feeling forced and starts feeling natural.

A strong brand is not built on noise. It is built on understanding. And that starts with clarity.

#Branding #Strategy #Clarity

Burnout isn’t about workload.
It’s about misalignment.

You can work hard for a long time when the work gives you meaning.
But when you’re pushing towards goals that don’t match what fulfils you, the exhaustion hits faster and deeper.

It’s not the effort that burns people out.
It’s moving in a direction that doesn’t feel like theirs.

Clarity about what matters isn’t a luxury.
It’s fuel.

#clarity #purpose #branding

A clear brand strategy is a decision-making prism for leaders.

When you know exactly who you are, what you stand for, and the value you bring, the hard choices become easier:
What to prioritise.
What to ignore.
Where to invest.
What to say no to.

Brand strategy gives you alignment, focus, and direction; so every decision reinforces the same story instead of pulling the company in different directions.

Clarity at the brand level creates clarity at the leadership level.

#branding #clarity #strategy

Our principles quietly shape everything.
Not just the work we do, but the people we choose to do it with.

The team we build.
The freelancers we collaborate with.
The clients we decide to partner with.

Shared principles create alignment. They make the work smoother, the conversations clearer and the outcomes stronger. When values match, trust follows. And when trust is there, great work becomes possible.

Who we work with at Nemesis is not an accident. It is a reflection of what we believe.

#Branding #Culture #Principles

Most brands struggle not because they have nothing to say, but because they try to say too much.

Real impact comes from focusing on one core message and reinforcing it consistently. When people hear the same idea expressed with clarity across products, touchpoints and behaviour, it becomes unmistakable.

It is hard enough to be remembered at all. 
Multiplying messages only makes it harder.

Choose the one that matters most and make it unavoidable.

#Branding #Strategy #Clarity

The best way to lead a company is to hold two truths at the same time.

Be brutally honest about the short term.
See the constraints clearly. Acknowledge the problems. Face the reality of what is not working. Teams do not need sugarcoating. They need clarity.

Be optimistic and confident about the long term.
Believe in the direction. Protect the ambition. Carry the conviction that the work will lead somewhere meaningful. People follow leaders who see further than the immediate pressure.

Honesty grounds a company.
Optimism pulls it forward.

Leadership is knowing how to balance both.

#Leadership #Strategy #Clarity

Fabio Besti Interdisciplinary Design

Based in Milan, I work nationally and internationally with different organizations, from corporations to start-ups and non-profits, and use design to help them reach their goals and develop meaningful innovation for their customers and society in general.

Owner

I consulted on multiple rebranding projects, bridging strategy with the execution of brand identity and touchpoints. Notable project was the rebranding of Monde Selection, a globally recognized quality label.

Senior Designer

Domus Academy

During my tenure I led the following programmes: Master in Visual Brand Design, Master in Business Design, Master in Design Innovation, Dual Award Programme with Regent’s University of London, Advanced Course in Leadership by Design. I created or oversaw the academic direction of the programmes, designed partnerships with the industry, managed the budget, managed the activities of 150+ students and 40+ professors and teachers, created or coordinated 20+ courses and workshops.

Programme Leader

Leading projects in collaboration with companies for several masters inside the Design, Experience and Business postgraduate areas. Companies I led projects for include Illimity Bank, Lifegate, Ostello Bello

Project Leader

As a professor, I teach lectures and mentor students in their final career projects

Visiting Professor

As a Senior Graphic Designer, I played a crucial role in the company’s rebranding process. I helped supervise the final phases of the brand's creation, collaborating with the internal rebranding team and a leading global branding agency. I then owned its implementation across multiple touchpoints by conducting design activities myself while also leading other internal and external designers.

Senior Graphic Designer

Spectr

Spectr is a research and editorial project I recently founded, that aims at investigating past, present, and future signs of innovation, having the potential to shape our world, mind, and culture. An evolutionary perspective on society through the lenses of design, speculative thinking, and technology evolution.

Founder & Curator

Politecnico di Milano

In collaboration with the Giannino Bassetti Foundation I created and conducted a university course for the Design School of Politecnico di Milano on the topic of Longevity and Responsible Innovation.

Assistant Professor

POLI.design

In march 2021 I was invited to lead the first workshop of the 22° edition of the Specialising Master in Strategic Design by POLI.design. Together with the students, we worked to envision innovative licensing strategies for MIND Milano Innovation District.
Three intensive weeks to design the evolution and the exploitation of a new territorial brand, defining the new district born in the area of Expo2015.

Workshop Leader

FUD Factory

With FUD Factory and Lombardini22, I put the disciplines of design, branding and visual communication at the service of architecture and urban design. Clients I developed work for include Generali, EY, Dils, Areas.

Visual Designer

Lombardini22

Fondazione Giannino Bassetti

I led the creation and the development of the new research area on mobility. The journey started by conducting a 10 days workshop in collaboration with the School of Design of Politecnico di Milano, focused on Responsible Innovation for the future scenarios of autonomous mobility. From this experience, I led the creation and the publication of Responsibility Driven Design for the Future Self-Driving Society, a white paper that analyzes the advancement of self-driving technologies and investigates the impacts of this technological transition on the future society. This work, along with an effort on building a network of involved stakeholders, was key to establish the Foundation as a recognized player in the Region of Lombardy for the discussion on future mobility. Multiple projects and further initiatives were created. Some notable ones have been: 
• the participation with the Foundation at the "Tavolo su Smart Mobility e Intelligenza Artificiale" of the Lombardy Region 
• the creation together with MEET | Fondazione Cariplo of the series of conferences "Meet the Media Guru | Around Mobility", 
• the participation to the research project "Trespassing" of the Politecnico di Milano, on Electric Mobility

Senior Consultant for Design, Academy & Mobility

I led the collaboration between Fondazione Bassetti and MEET | Fondazione Cariplo, the newly created International Center for Digital Culture of Milan. Together with Maria Grazia Mattei and Francesco Samorè we created Meet the Media Guru | Around Mobility, a semester of study and research dedicated to the present and future of mobility delivered by international recognized experts.

Curator & Project Manager

I led many projects about communication strategies, concept design of new initiatives, and contributed in several research innovation areas, like wearable technologies, healthcare, and additive manufacturing. I managed for the Foundation the projects and collaborations with several design school and academies, such Politecnico di Milano and Domus Academy. I also  consulted and took part for the Foundation in the Horizon 2020 European funded project SMART-map, aimed at fostering Responsible Innovation inside the industrial field of Precision Medicine, Synthetic Biology and 3D printing in Biomedicine

Senior Consultant for Design, Academy and Mobility

I am an interdisciplinary designer, with 12+years of experience working at the intersection of branding, strategy, and digital design. I love looking at the world through complexity, with both an empathic and analytic perspective. 

My interdisciplinary approach is driven by a central goal: leverage design as a tool to create meaning, for people and brands worldwide. 

Throughout my career, I’ve been through many different professional chapters, moving between fields like branding, graphic design, industrial design, architecture and project management. This diverse background allows me to lead design projects and teams from multiple angles, ensuring that outcomes address human, ecosystemic, and business-oriented needs.

Currently based in Milan, I collaborate with agencies, educational institutions and organizations of different sizes internationally, working to create meaningful innovation through design.

In addition to my design practice, I teach at design schools and universities, where I focus on the intersection of technology-driven innovation, the social impact of design and design leadership. 

On top of my design background, I have a Bachelor Degree in Psychology.

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Johan Wouters

Fabio Besti

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