☖ 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

Seven years ago, we were three people in Brussels with a conviction about what branding could be.

Today, La Libre covered our story. And we’re announcing a new Nemesis hub in Lausanne.

Switzerland wasn’t really a planned expansion. It happened quite naturally.
Over the years, more and more of our work started coming from there. At some point, it simply made sense to be present locally.

That’s how most of our moves have happened so far.
Brussels first. Then Dubai. Now Lausanne.

Not because we had a big international plan.
Simply because the work and the clients kept taking us there.

The ambition remains the same: keep pushing what branding can do for companies.
Not just logos, but work that touches how a company operates, hires, communicates and grows.

We’re still very early in the journey.

And yes… it’s still a bit strange to see your own face in the newspaper.

#branding #lausanne #switzerland

Helping brands find clarity as CEO of Nemesis

Throwback to our case for Student.

Always good to look back at this great collaboration
and especially at Florence Loumaye, CEO & co-founder of Student.

Building Student is already impressive in itself.
Creating a platform that helps students discover the professional world and find their path?
That’s real impact.

This year, she’ll also be part of Entrepreneurs inspirants.

I’m excited for more entrepreneurs to discover Florence
her care, her humility, and above all, her vision.

Some leaders build companies.
Others shape futures.

Florence does both.

All brands have logos.
Not all logos have brands.

A logo is a symbol.
A brand is meaning.

A logo identifies.
A brand differentiates.

A logo can look good.
A brand makes you choose.

If there’s no positioning,
no clarity,
no point of view

It’s just a nice graphic.

Design is visible.
Branding is structural.

And structure always wins.

🚨 Alert. Stop the bullshit.

Building a brand, without buzzwords, is just this:

Closing the gaps between what is
→ written
→ said
→ lived

That’s it.

No frameworks.
No shiny decks.
No empty promises.

If what you write doesn’t match what you say.
If what you say doesn’t match how people actually live the company.

You don’t have a brand.
You have noise.

So let’s repeat it, because it matters:

Building a brand, without any buzzword, is just:

Closing the gaps between what is
→ written
→ said
→ lived

Everything else is decoration.

Eid Mubarak to everyone celebrating today. 🌙

In the middle of deadlines, growth plans, and busy schedules, moments like Eid remind us of something simple: success also means family, generosity, and community.

Wishing you a joyful celebration and beautiful moments with the people who matter most.

Eid Mubarak ✨

“You can’t connect the dots looking forward.
You can only connect them looking backward.”
Steve Jobs

Building a vision takes decades.
Not quarters.

In the moment, it feels slow.
Messy.
Uncertain.

But dots connect with time.

Think long term.
Build daily.
Trust the process.

S/O to Entrepreneurs inspirants — Geoffroy Josquin, Malek Farhat and the whole team 🙌

We wanted to build a remote culture.

Because we want you to work from where you feel at home.
Where you belong.

If our vision of the world is to build it in a meaningful way,
then this belief must be lived, not just stated.

Culture can’t be a slide in a deck.
It has to show up in how we work, every single day.

With simple common sense, the conclusion was obvious:
a remote culture wasn’t a perk.

It was a logical choice.

Nemesis in 10 years?

The reference for how brands should be built.

I don’t care about building a company of 1,000+ people.
Size was never the goal.

What I care about is impact.
And meaning.

The bet is simple :
Make Nemesis the reference in our industry over the next 10 years.

And then open our model to everyone who wants to build a more meaningful world.

Because influence matters more than headcount.
And legacy matters more than scale.

“The shorter it was to read, the longer it took to write.”

So I’ll keep this very short.

…

Actually, I won’t.

Because this sentence?
It took drafts.
It took deletions.
It took the painful act of removing clever words, extra lines, “smart” thoughts.

It took time to make it simple.
Time to make it clear.
Time to make it effortless for you.

We often confuse short with easy.
But short is expensive.

Behind every sharp line, there’s a long process.
Behind every clean slide, there are messy versions.
Behind every “obvious” idea, there are hours of doubt.

The paradox?

The better it reads,
the less you see the work.

Anyway.

That’s it.

(See? Not that short after all.)

AI is changing marketing.
But clarity will always win.

Proud to be main partner of AI for Marketers Day 2026.

300 marketing leaders.
32+ speakers.
4 stages & workshop rooms.

A full day dedicated to one question:
How do we turn AI from hype into real strategic leverage?

At Nemesis, we believe technology is powerful
but only when aligned with vision, positioning, and people.

Looking forward to connecting with ambitious marketers ready to build smarter, sharper, more aligned brands.

See you on May 28.

S/O to Yannick Khayati & the amazing team of AI for Marketers day.

CEOs sometimes live in a bubble.

At a certain level, nobody dares to tell you the truth anymore.
You end up surrounded by people-pleasers, not truth-tellers.

And that’s dangerous.

Very often, this is exactly what CEOs love about Nemesis.
Our ability to jump into a company and be brutally honest.

No politics.
No comfort talk.
No ego massaging.

Just clarity, even when it’s uncomfortable.

Because growth doesn’t come from being protected.
It comes from being challenged.

I’m CEO.

Which used to feel like a destination.

But it’s a direction.

Because in a growing company, being CEO isn’t about having arrived.

It’s about constantly becoming.

And that’s the beautiful part.

Every time the company grows,
it stretches me.

Bigger team? I learn to trust more.
Bigger decisions? I learn to think longer term.
More complexity? I learn to simplify.

Yes, sometimes it feels like I’m running after my own company.

But what a privilege.

To be forced to upgrade.
To outgrow old habits.
To become more structured, more patient, more strategic.

The company is scaling.

And I get to scale with it.

Being CEO isn’t a title you reach.

It’s a person you’re continuously becoming.

At Nemesis, we build inspiring ideas
and remarkable brands.

Not for awards.
Not for trends.

But for clarity.
Impact.
Results.

Ideas that move people.
Brands that stand out, and stand strong.

That’s the work.
That’s the standard.

What a brand is and isn’t.

A brand is not a visual identity.
(Not.)

It’s not your logo.
Not your colors.
Not your fancy new website.

That’s the outfit.

A brand is a system of meaning.
(Yes.)

It’s what you stand for.
How you position.
What you make people feel.
What your team aligns around.
What the market remembers.

Visual identity is one square.
Brand is the whole grid.

If it only looks good, it’s design.
If it drives clarity, decisions, and ambition → it’s branding.

The only way to avoid burnout?

Shape your life on purpose.

Burnout isn’t always 80-hour weeks.
Sometimes it’s:

– Too many “yes” you regret
– A calendar you didn’t design
– Goals that aren’t really yours

It’s not about working less.
It’s about working aligned.

If you don’t choose your pace and boundaries,
someone else will.

Ambition is powerful.
But only if it fits your life.

Avoid burnout

Do it every day.

Don’t chase perfection.
Chase speed of execution.

Perfection isn’t the goal.
It’s the by-product of doing the work
again and again.

Motion creates mastery.

If you want to sell your business,
rebrand first.

Not to look prettier.
To look clearer.

At Freedhome, the fundamentals were strong.
But the brand didn’t reflect the level of the company.

We clarified the positioning.
Simplified the story.
Elevated the perception.

Same business.
Different signal.

When a company feels structured and mature,
it feels safer.
And safety creates value.

Sometimes, rebranding isn’t about growth.
It’s about readiness.

Throwback to Anomaly Case.

Anomaly isn’t “just” a video studio.

It’s a content engine.
Built to create at scale.
Built for people and brands with a vision to share.

Entrepreneurs will change this world.

Not in a dramatic movie scene way.
More in a “someone in a hoodie quietly fixing a broken thing at 1:17am” way.

Most big changes don’t start big.
They start with irritation.

“This is inefficient.”
“Why does this suck?”
“There has to be a better way.”

And instead of tweeting about it,
someone opens a laptop.

Fast forward a few years and suddenly:

— An industry looks different.
— A habit has changed.
— A new normal exists.

Not because of a master plan to “change the world”.

But because someone couldn’t tolerate a problem.

That’s usually how it happens.

Small fix.
Then scale.
Then impact.

Entrepreneurs don’t wake up thinking
“I will reshape society today.”

They just start building.

And somehow, that’s enough.

You can’t be
and have been.

What got you here
won’t get you there.

Past wins feel safe.
But they can also slow you down.

Staying relevant
means choosing to evolve
before you’re forced to.

As Co-Founder, CEO & Chief Product Officer of Wiggli, I’m building an AI-native operating system exclusively for recruiters and consultants working at recruitment agencies, staffing suppliers, and consultancies.

Talent suppliers today are under constant pressure to do more with less: fewer recruiters, tighter margins, more competition, and clients who expect speed without paying for inefficiency. 

I’ve lived that reality myself, having built and scaled recruitment and consulting businesses.

Wiggli exists for that exact context.

It unifies AI-driven sourcing, live market intelligence, and continuously enriched data with a recruiter-first ATS & Client CRM, mission and timesheet management (FMS), and optional supplier management (VMS); all designed around deal flow, not corporate HR processes.

Wiggli doesn’t just manage candidates.

It gives agencies full visibility into their client universe: company records, decision-makers and hiring managers, verified contact details, active job openings, and hiring signals ; all in one place and kept up to date. This allows recruiters to prospect, engage, and deliver with context, not assumptions.

The outcome is pragmatic, not theoretical:
faster shortlists, higher placement velocity, less operational drag, tighter margin control, and quicker cash collection ; enabling teams to place more people without scaling headcount.

We’re not building another ATS.

We’re building the Placement OS for modern recruitment firms, where client intelligence, candidate intelligence, execution, and revenue finally sit in the same system.

Wiggli supports agencies operating across Europe, North America, the Middle East, and Africa, across permanent, contract, freelance, and consulting models at scale.

My mission remains constant:
to build systems that respect the reality of agency work, help teams perform under pressure, and use technology to amplify human judgment.

Farid Machaoud

Farid El Machaoud

Chairman | CEO & Founder | Entrepreneur | TA & HR tech | helping companies recruit and retain talent, increase employer brand-recognition, and face business challenges with the best people on their side

The shift from keyword matching to semantic intelligence — and what it means for candidates and the recruiters who find them. The Problem Your CV is b

Open article: Your CV Is Being Read by Software Built Before LinkedIn Existed by Farid El Machaoud • 6 min read

Your CV Is Being Read by Software Built Before LinkedIn Existed

What if automation didn’t replace creativity but unlocked it?

I used to worry about that.

AI in recruitment felt like a threat to the human side.

I was wrong.

Automation isn’t the problem. Bad automation is

Built right, it does one thing well:
it frees people to think

That’s how we designed Wiggli

AI handles the heavy lifting :
screening, matching, scheduling, admin.

Not to replace judgment. To protect it.

Because when recruiters aren’t drowning in tasks,
they see patterns others miss.

They ask better questions.
They make better connections.

Automation should work for humans.
So we can focus on what actually matters.

The repetitive handled.
The human amplified.

That’s the future I believe in.

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The Battle

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