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.

Reaching your full potential is scary, but liberating. For yourself and everyone around you.  



Marianne Williamson said it best:

Our deepest fear is not that we are inadequate, 
Our deepest fear is that we are powerful beyond measure.

It is our light, not our darkness, that most frightens us. 
Your playing small does not serve the world.

There is nothing enlightened about shrinking so that other people won’t feel insecure around you.

We were all meant to shine as children do. 
It’s not just in some of us, it’s in everyone.

And, as we let our own light shine, 
we consciously give other people permission to do the same.

As we are liberated from our fear, 
our presence automatically liberates others.

Johan Wouters

All brands have logos.
But not all logos have brands.

A logo is a marker.
A brand is meaning.

You can design something beautiful and still be forgettable if you do not stand for anything clear, if you are not consistent, if there is no substance behind the style.

Brands are built through clarity, behaviour, and repetition over time.
The logo simply becomes the shortcut people use to remember that story.

#branding #logo #meaning

Helping brands find clarity - Strategy & Growth

Something is coming.

We have been working on this one for a while.

Quietly. Carefully.

This image is your first hint.

More soon.

#branding #emea #nemesis

Haters will say it's AI 

Others will congratulate us on a first successful year since opening our UAE office, getting to know local clients and their unique needs linked to the region's demographic and buying persona's. 

Very proud of the work we've done, and eager to share the cases in the coming months!

#branding #marketing #uae

You do not need to use Pantone’s colour of the year in your brand communication. Even if everyone around you does.

Trends come and go. Brands are not shaped by trends. They are built from meaning.

If Cloud Dancer supports your strategy and reinforces what you stand for, use it.
If it does not, forcing it in will only dilute your identity.

Design is not a playground for what is fashionable.
It is the interface to your strategy.

#Branding #Strategy #Design #Clarity

Last night, I witnessed something remarkable at a local tea house near Brussels.

I went to watch the Africa Cup final between Senegal and Morocco. The room was packed (80% Moroccan supporters, 20% Senegalese.) Both flags hung proudly on the walls.

What struck me wasn't just the electric atmosphere. It was the complete absence of animosity. Instead, there was joy, mutual respect, and what I can only describe as brotherly love. Two sets of fans, cheering for different teams, celebrating African excellence together.

As someone who works in branding, where identity is at the core of everything we do, this experience hit differently. These supporters were fiercely proud of their individual nations, yes. But their shared African identity was stronger still. It united rather than divided.

It made me reflect: as Europeans, why don't we feel this same sense of continental identity? Why does our shared European identity often feel more administrative than emotional?

Perhaps there's something to learn here about the power of cultural pride that transcends borders, about celebrating collective achievement while honouring individual heritage.

Sometimes the most valuable branding lessons come from outside the workplace.

#branding #identity #africacup

Nemesis' branding work for Enky has been recognised as part of the 
TOP 10 Best brandings of 2025 by Punch®

Working with Enky | Furniture Solutions was a wonderful experience from beginning to end, and that fruitful work really translated into the final results, which we (obviously) are really proud about. 

In case you want to read the full article, you'll find it hidden in the engaging comment section just below. 

While you're there, let us know what you thought was the best branding of 2025 ?

#branding #rebranding #award

Last week I mentioned I would be sharing eight cases of 2025 over eight weeks.

Here is the second one.

This project is a good reflection of how we work at Nemesis. We start by creating clarity. We align the team around what the brand truly stands for. Then we translate that into strategy, messaging, and an identity system that can actually scale.

Six more coming next.

#rebranding #student #genz

Copywriting is compression.

The shorter it is to read, the longer it usually took to write.

Because clarity is not natural. You earn it by cutting what is unnecessary, choosing the right words, and making one idea land without explanation.

Good copy looks simple.
That simplicity is work.

#copywriting #clarity #branding

Time for another 2025 case that had a huge impact: Abyssale.

Abyssale is built around a simple promise: creativity at scale. They help marketing and communication teams eliminate repetitive design work through automation. Less monkey tasks. More focus on what actually matters.

When we met them, the product was top tier. The brand was not keeping up. Messaging and identity were lagging behind the level of innovation, which made it harder to communicate clearly with stakeholders.

We worked closely with the team to understand their day to day and uncover the philosophy behind the platform. From there, we clarified the messaging and rebuilt a cleaner identity system that aligns with the product and supports global ambition.

The outcome is a brand that feels as sharp as the tool. And a team that can now lead with confidence, internally and externally.

#rebranding #creativity #software

Progress, not perfection.

Perfection feels like a high standard, but most of the time it is just fear in disguise. It slows decisions, delays launches, and turns momentum into hesitation.

That said, progress is not an excuse to ship low quality work. The bar still needs to be high. You should aim for good, and when it matters, aim for the best.

The point is to move forward with standards, not to freeze in search of flawless.

Progress creates learning. Learning creates quality.

#growth #progress #entrepreneurship

Design should be judged by results, not just looks.

A beautiful layout that does not clarify the message is decoration.
A stylish identity that does not resonate with the right audience is noise.

Good design makes things easier to understand, easier to trust, and easier to choose.
It turns strategy into something people can feel in seconds.

Looks matter. Outcomes matter more.

#branding #results #growth

Another case that marked 2025: Karman Consulting.

Karman helps Swiss and international companies secure funding, accelerate growth, and scale operations. Over time, their work expanded across sectors and the brand started to feel fragmented. They needed one clear story to unify it all.

We ran workshops in Switzerland to understand how they operate and to clarify the core of what they actually do. From there, we shaped the rebrand.

The new name, Karman, is inspired by the Karman Line, the boundary where space begins. A simple metaphor for what they bring to clients: momentum, lift off, and moving forward.

We refined the tone of voice and built a visual identity system that brings clarity and consistency to the brand.

This is how it turned out 👇

#rebranding #switzerland #branding

Resharing another award winning2025 case: Enky.

Enky | Furniture Solutions is on a mission to build the future of furniture. A real alternative to fast furniture, built on one simple belief: being more circular should not feel like settling for less. If anything, it should feel better.

When we met the team, the traction was there. The client base was solid. But the offering had become cluttered and the story was hard to hold. After four years of iterations, their identity and communications were going in too many directions. They were also preparing to add second hand furniture to the catalogue and needed focus before expanding.

We worked closely with the team to understand their ambitions and their day to day reality. Then we helped them clarify priorities, sharpen the offering, and put strategy back at the centre of decision making.

The result is a clearer brand and an identity built to stand out, while staying true to what Enky has been trying to do from day one.

#rebranding #award #circular

Positioning starts with clarity.

When you know exactly what you stand for, the message becomes simpler. Strong copy doesn’t try to explain everything. It makes the point unmistakable.

Good copywriting isn’t decoration.
It’s one of the sharpest tools you have to express positioning clearly.

#clarity #positioning #copywriting

Branding is not the final layer you add once everything is built.
It is the foundation.

Brand strategy shapes how you position, how you sell, how you hire, what you build, and what you say no to. It gives direction to marketing, coherence to culture, and clarity to decision making.

Without it, you can still do a lot of things. They just will not connect.

With it, everything you do reinforces the same story.

#branding #strategy #foundation

There are two moments when rebranding makes the most sense.

The first is growth.
When the team expands, when you go international, when you widen your market, when you add new offers. Growth creates complexity. A rebrand brings clarity so the company can scale without losing itself.

The second is stalling.
When things plateau, when the story feels blurred, when you have pivoted too many times, when the message no longer lands, when what you sell no longer matches what clients expect. That is usually a signal to rethink the foundations.

Rebranding is what you do when the company is evolving and needs clarity to move forward again.

#rebranding #branding #growth

As companies grow, teams split.
And that’s where the gap often appears.

Between the founder’s vision and day to day execution.

Strategy alone doesn’t close that gap. Activation does.
When every key player becomes a relay of the vision, it stops living in decks and starts shaping habits, behaviours, and decisions across the company.

That’s how vision scales with the team.

#vision #scaling #branding

Resharing another 2025 case that made some waves: Qlyr.

Qlyr’s ambition is simple to say and hard to deliver: making life’s big decisions feel smaller.

We worked closely with the founder to put her vision into words. Words she could use with confidence and share with pride. Words that sharpened her investor pitch and made her perspective stand out in a world of half truths, jargon, and fine print.

From there, we built an identity designed to cut through a landscape of bland insurers and financiers. The system is built around one idea: highlight what matters most. It can show up corporate and precise for experts, and lively and human for everyday people looking for guidance.

A collaboration that turned a strong vision into a clear, compelling brand, ready to grow.

#branding #insurance #founders

A pivot is often the right moment to rethink your foundations. Sometimes even to rebrand.

When market forces change or you discover a bigger opportunity, direction matters. The pivot has to come from your DNA. Who you are, what you do, and what you are trying to achieve.

If the pivot is anchored in your core reason for existing, the market accepts it. It feels like continuity, not a random left turn.

Apple moving from computers to phones to headphones made sense. It stayed true to the same underlying belief.
Dell Technologies launching a smartphone would feel strange. Not because it is impossible, but because it would not feel legitimate.

Pivots only work when they are meaningful by design.

#branding #pivot #growth

Not every pivot is credible.

A pivot only works when it is anchored in the company’s DNA. Your core identity, your purpose, what you are genuinely trying to achieve.

If the new direction is aligned with that core, the market reads it as evolution. Proof of what you believe in.

Apple moving from computers to phones and headphones made sense because it stayed true to the same underlying idea.
Dell launching a new smartphone would feel odd. Not because they could not build it, but because it would not feel legitimate.

Pivots are about changing direction in a way that still feels like you.

#branding #pivot #strategy

☖ CEO NEMESIS - Helping brands find clarity.

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.

☗ Hiring strategists, designers, and copywriters, all of whom have one thing in common: designing in a meaningful way. 

✺ Working in radical immersion from our client's habitat

✎ Always eager to connect in a more informal way at sydney@nemesis.studio

Sydney Funck

🇧🇪 Proud to see Belgium shining on the global branding scene

Our Enky | Furniture Solutions case has been listed among the Top 10 best rebranding projects of 2025, alongside amazing agencies from all over the world.
A recognition we’re truly grateful for 🙏

What makes this Top 10 even more special?
👉 3 Belgian agencies made the list.

👏 Base Design for their beautiful work on 12 (Hey Thierry and the whole team)
👏 WeWantMore for the branding of Gentlee

Huge congrats to our peers for the quality and craft of their work.
And honestly… it’s hard not to feel that Belgium is becoming a real place to be for branding 😄🇧🇪

S/O to Roger Castelino and the design community! 

#branding #rebranding #design

Helping brands find clarity as CEO of Nemesis

Most organisations don’t fail because of bad strategy.
They fail in the gaps.

The gap between what is written in decks and the values.
The gap between what is said in meetings and town halls.
And the biggest one: the gap between what is lived every single day.

Culture doesn’t break loudly.
It erodes quietly, in those inconsistencies people feel but rarely name.

When values are framed on walls but ignored in decisions.
When purpose is repeated in speeches but absent in behaviour.
When strategy sounds inspiring but feels disconnected on the ground.

Closing those gaps is leadership work.
It’s uncomfortable, demanding, and deeply human.

At Nemesis, we believe alignment is not about communication.
It’s about coherence.

What you write should guide what you say.
What you say should shape what you do.
And what you do should make people believe.

Because people don’t follow words.
They follow what is lived.

#Leadership #Culture #Alignment

I am building a world.
Not by chance, by design.

A world where meaning comes first.
Where choices are intentional.
Where what we build reflects what we believe.

Meaning isn’t a slogan.
It’s an architecture.

And I choose to design it.

#MeaningByDesign #Leadership #Culture

Nemesis is proud to sponsor ''La nuit des Entrepreneurs inspirants''.

First stop: Liège.

A city of grit, ideas and straight-talking entrepreneurs.
The kind of place where things actually get built.

Who knows…
maybe my successor is already a Liégeois 😉

See you in Liège.

#Nemesis #Entrepreneurship #Leadership

Surround yourself with entrepreneurs.
With do-ers.
With makers.
With shapers.

People who execute.
People who challenge.
People who turn ideas into reality.

Energy is contagious.
So is ambition.

Choose your circle wisely.
It shapes how far you’ll go.

#Entrepreneurship #Leadership #Mindset

We’re preparing some big news.
And no... this isn’t just a holiday.

New place.
New energy.
Same Nemesis mindset.

Take a guess 👀
Where am I?

And more importantly…
what do you think is coming next?

#Nemesis #StudioLife

Rebranding isn’t about changing how you look.
It’s about changing how clearly you’re understood.

Changing your logo will have no impact on sales, culture, or marketing.
On its own.

A logo is a symbol, not a strategy.
It won’t fix misalignment, clarify your positioning, or create demand.

When a logo change is the result of strategic clarity, it amplifies momentum.
When it’s the starting point, it’s just decoration.

Federating teams isn’t about motivation.
It’s about direction.

When teams row in different directions,
no amount of effort moves the boat forward.

Good branding does one thing exceptionally well:
it aligns people around one vision.

One direction.
One language.
One shared understanding of why we do what we do.

When branding is done right:
• decisions get easier
• silos disappear
• energy compounds

Alignment isn’t soft.
It’s one of the most impactful business outcomes of branding work.

#Branding #Leadership #Alignment

Some journeys are about more than building a brand, they’re about reshaping an industry.

With Enky | Furniture Solutions, Aïssa Laroussi and Shari Dewannemacker are on a mission to challenge the furniture industry as we know it.
I often say they’re building the new IKEA… but honestly, they’re going far beyond that.

They’re redefining how people discover, choose, and buy furniture,
with clarity, accessibility, and a deep understanding of modern lifestyles.

Working alongside founders with this level of ambition and vision is exactly why these projects matter.
Proud to be part of the Enky journey, and excited for what’s coming next.

Sometimes, you jump into a project knowing it’s a bet.

Qlyr was exactly that, one of the most ambitious projects we’ve taken on for the Swiss market.
A bold vision, a complex challenge, and the courage to aim high from day one.

Huge respect to Karine Kaensuwanpongsa for the trust, the ambition, and the energy behind this venture.
Building something like this takes clarity, resilience, and conviction.

Projects like Qlyr remind me why we do what we do:
to take risks, push boundaries, and help ambitious ideas find their place in the world.

Proud to be part of this journey.

Your culture isn’t what you say it is.
It’s what you tolerate every day.

Not your values deck.
Not your brand book.
Not your off-site slogans.

Culture is the by-product of consistent behaviour.

How decisions are really made.
How feedback is actually given.
What gets ignored.
What gets rewarded.

The same behaviours, repeated long enough, become “the way things are done here.”

You don’t build culture by talking about it.
You build it by showing up the same way, every day.

Consistency beats intention.
Always.

#Culture #Leadership #Consistency

One of my favorite projects this year: Student

Not just for the final result, but for everything that happened along the way.
A clear vision, honest and challenging conversations, and trust built from the very first exchange.

Huge thanks to Florence Loumaye for the trust, and to the entire Student team.
What you’re building truly matters.

You’re reshaping how students enter the world of work —
a cornerstone for generations to come.

Proud of what we built together.

Not every project stays a project.
Karman Consulting is a perfect example.

What started as a collaboration quickly became a shared journey,
a common vision, deep conversations, and trust that grew naturally over time.

Huge thanks to Inès Belaiba , who became more than a client: a friend, and now even a business partner.
A true inspiration on a daily basis.

Projects like this are a reminder that the most meaningful work often leads to relationships that last.
Grateful for what we’re building together.

How do you look at the future?

By hoping it will turn out well?
Or by deciding where you’re going?

Hope isn’t a strategy.
Direction is.

At Nemesis, we help our clients take control of their future
by setting a clear strategic roadmap.

One vision.
Clear priorities.
Concrete decisions.

Because the future doesn’t belong to those who wait.
It belongs to those who design it.

#Nemesis #Strategy #Leadership

Strong brands don’t start by talking about themselves.
They start by talking about the problem.

Not the product.
Not the features.
The real tension people live with.

Talk About the problem

(Re)branding isn’t about aesthetics.
It’s a strategic lever, especially at pivotal moments.

• When you launch and need clarity from day one
• When you scale and what got you here won’t get you there
• When you reinvent and the next move requires a new narrative

At each of these moments, branding plays a different role.
But the objective is always the same: direction.

Direction for decisions.
Direction for teams.
Direction for what comes next.

The right brand at the right moment
doesn’t just reflect change
it enables it.

#Branding #Rebranding #Strategy

Ego often gets in the way of good business.
Most founders have seen it. Many have paid the price.

That’s why operating without ego resonates so strongly.

But what truly lasts is not just the absence of ego.
It is brutal honesty.

Working without ego opens the door.
Brutal honesty stays when things get uncomfortable.
When decisions matter.
When clarity matters more than comfort.

The holidays are over.
Back to reality.

Before the to-do lists take over, a simple question:

What are your resolutions for 2026?

Not the polished ones.
The real ones.

The habits you want to change.
The behaviours you want to be more consistent with.
The things you’ll finally stop tolerating.

Curious to read yours 👇

#NewYear #Resolutions #Leadership

One of the most inspiring brand principles we’ve worked on lately came from a project called Momoamo.

Momoamo creates offsites for teams
in some of the most beautiful places in France.

But what really drives them isn’t the location.
It’s their narrative:

“Create unforgettable togetherness.”

To make that real, we defined a simple but powerful principle:
Go off script.

Not as a slogan.
As a behaviour.

Going off script means stepping outside the to-do list.
Rechallenging habits.
Questioning routines.
Creating something new, every single day.

For the team, it became a compass.
For their guests, it became memorable moments.
For the brand, it became alignment between intention and action.


#Branding #Strategy #Culture

How do you bridge the gap between founder passion and team execution?

At the beginning, passion is everywhere.
As the company grows, distance appears.

Closing that gap takes time, moments, and real conversations.
It means translating what lives in the founder’s guts
into a clear narrative, vision, and positioning
that can be shared and activated across the company.

Growth shouldn’t dilute passion.
It should scale it.

#Founders #Leadership #Culture

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The Battle

Johan Wouters

Sydney Funck

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The Battle

Johan Wouters

Sydney Funck

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Posts

Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Johan Wouters's LinkedIn Performance

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