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

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

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

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

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

BOI (Board of Innovation)

BOI is a global strategy and technology team designing and building enterprise AI in retail, consumer goods, F&B, financial services, industrials, and healthcare. Focused primarily on augmented decision-making, market and consumer intelligence, simulation, and agentic AI.

Partner - Enterprise AI

Founder & CEO I BOI NYC

Strategy Lead

AUTONOMOUS summit

The world's largest summit for AI innovators. 
2 days, 50+ speakers, 15,000+ attendees. 
Join us at AutonomousSummit.ai

Partner

Nestlé Nespresso SA

Global Innovation Partner

Nestlé

AI insiders podcast

Artificial intelligence. Real impact. 
AI Insiders is taking you behind the curtains of how the world's most ambitious businesses grow with AI.

Join us in candid conversations on Spotify and Apple podcast. 🎙️

Podcast Host AI Insiders

Roche

F. Hoffmann-La Roche AG is a Swiss multinational healthcare company that operates worldwide under two divisions: Pharmaceuticals and Diagnostics.
This was a consulting collaboration through Board of Innovation

Digital Health Strategist

Philips

The health tech landscape transforms quickly. 

As part of Philips HealthWorks, I lead Business Model Innovation to help new business initiatives in HealthTech who want to explore, de-risk and implement new business models that fit best with their customers' needs and increase the speed in their go-to-market processby providing access to HealthTech specific business model expertise, tools & building blocks.

Business Model Innovation Lead

Vanderlande

I was part of the founding team for the Market Launch and business model creation of this new corporate venture. Fleet won the prestigious Red-dot-Award and there are pilots running in 3 major international airports in the US and Europe.

FLEET utilizes intelligent autonomous vehicle technology, FLEET replaces the need for fixed conveyors and sorting systems.

Autonomous Vehicle - Venture Builder

Sir - E-commerce platform

Sir is an e-commerce tech start-up that helps consumers discover & buy creative gifts using AI

Founder - AI enabled E-commerce Platform

UNILIN

Together with Unilin we designed a bi-annual global corporate accelerator.
We coached multiple new corporate ventures in the ideation and validation of these new solutions.
One of the successful ventures that came out of this accelerator was Unilin Readyfit. 
A new service business model for flooring, new technologies to measure and precision cut floors.

Venture Builder

Partner I Board of Innovation

We are BOI - your AI innovation partner.
We deliver AI Strategy - AI Build - AI Innovation

Driven by domain expertise. We’ve partnered with the world’s leading innovators to transform organizations and industries since 2009. We have one focus: delivering real outcomes.

Whether it’s leading advancements in forecasting using machine learning techniques or designing your AI transformation roadmap, we help you create and sustain a competitive edge.

I'm a partner at BOI.
I've founded our BOI US office and lead some of our largest global partnerships.

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