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.

Don’t build a castle. Build a garden.

Too many companies treat branding like building a castle:
Expensive. Slow. Impressive from the outside, but hard to change once it’s built.

That’s not how brands work anymore.

Today, brands don’t just sell products, they create worlds of meaning. The product is simply the entry ticket.

And those worlds aren’t built with logos, fonts, and colour palettes. They’re built with the things you put out every single day: emails, posts, reels, events, even handwritten notes.

Branding is ongoing practice. Like tending a garden. 

 • You evolve with the seasons
 • You prune what doesn’t work
 • You grow something alive that invites people in

Visual identity and messaging matter but they should flex to fit the landscape, not tower over it.

So stop designing castles and hoping people show up.
Start planting gardens people want to be part of.

#Branding #Strategy #Growth

Johan Wouters

Helping brands find clarity - Strategy & Growth

2 days ago, our CEO won the Entrepreneurs inspirants trophy for 2025

Sydney Funck has embodied our vision since the start of Nemesis, and as we were grateful to see, it resonates deeply with everyone we come in contact with. 

Big thanks to the guidance, advice, mentorship, and friendship of Stéphanie Reniers 🍀 who pushes us to raise the bar and be our true selves. Always leading the way by having won the same trophy last year. You help us become better. 

Congratulations as well to the wonderful candidates who made this a truly wonderful event and difficult decision for everyone voting. 
The experienced Didier Zovi
The warm and purpose driven Benoit Leplae 
and the ambitious and well-spoken Emile Lecomte 
all were deserving of the recognition they got in this great final. 

Thanks to Geoffroy Josquin & Malek Farhat for organising this inspiring event and bringing together these like minded entrepreneurs,

And ofcourse Catarina Letor for the masterful hosting of this event making it a pleasure for everyone attending. 

See you next year for another great series!

#nemesis #entrepreneurship #inspiration

Building Nemesis over the past six years has never just been about growth.

It’s been about clarity (between the three of us who started it, Yaël Pinchart & Sydney Funck) and consistency in how we’ve applied that clarity through time.

Getting aligned on who we are, what we believe in, and how we want to show up has shaped every decision since. The rest is just execution.

And none of it would have worked without the team that keeps translating that vision into something real, every single day. And those people that cheer the loudest when we succeed (and when we don't). 

Clarity inside. Consistency outside. That’s what’s built Nemesis.

#strategy #growth #consistency

New chapter for Akka.

From early traction to long-term momentum, we worked with founder Thomas Rebaud and his team to sharpen positioning, define audiences, and redesign the brand to grow into Europe’s biggest angel investor community.

Here’s a first look 👇

#Branding #Strategy #Identity

With some credits to the entire design team:

Brand Strategy: Sydney Funck Yaël Pinchart
Market Analysis: Giuseppe Alizzi Carol Menezes
Art Direction: Fernando Farfán
Visual Identity: Jade Stuckie Sandra Sobral
Motion Design: Tania Jiménez Pedro Arcipretti

akka.app Akka Spain

Yesterday I spoke at AI for Marketers Day.

A full day surrounded by AI enthusiasts and a line-up of sharp minds sharing real insights, practical learnings, and strategic perspectives on how AI is reshaping marketing.

Lots of ideas, lots of energy and a clear sense that we’re only at the beginning of what’s possible.

Big thanks to Yannick Khayati for pulling off this pharaonic endeavour, can't wait for the next edition in April. 

Philippe De Ridder Clo Willaerts Vince Buyssens Jorn Vanysacker Vincent Declercq Fabian Van De Wiele Elly Huysmans Nick Van Walleghem Stef Nimmegeers Louis Vandommele Mathias Noyez

#AI #Marketing #Branding

New Work Drop: Hockey Namur 🏑

With more than a century of history and nearly 1,000 members, Hockey Namur is more than a club, it’s a cornerstone of its community.

But as the sport evolved and new generations joined, the club faced a big question:
Should it aim for top-division competition, or double down on its community roots?

We helped them find strength in both, by focusing on what they already do best: developing talent.

Hockey Namur isn’t just a destination, it’s a launchpad for future players. A place where ambition and belonging can coexist.

Together, creating the future of hockey.

#rebranding #community #legacy #hockey


👉 Special mentions to the entire Nemesis team making this come to life:

Strategy: Sydney Funck Yaël Pinchart Viktor Pokorny
Copywriting: Carol Menezes Elsa Wouters
Art Direction, Design & Photography: Fernando Farfán 
Graphic Design: Jade Stuckie Sandra Sobral
Motion Design: Tania Jiménez Pedro Arcipretti

Last week, I was invited to speak at AI for Marketers 2025. 

I shared our thoughts at Nemesis about: 

 • The AI Superpowers we now all share
 • The AI Brand Marketing Sandwich
 • Discussed the importance of finding your Smallest Viable Audience
 • A huge warning to stay out of the uncanny valley
 • The secret to staying relevant as a Brand going forward
 • And what is actually left for Brand Marketeers to do

For all those who were present, it's been a blast. And I enjoyed meeting AI Marketing enthusiasts as much as I loved seeing old friends and colleagues. 

Big thanks to Yannick Khayati for organising this day. 
And if you missed it, the next edition is planned for April 2026. 

Get your ticket. Fast.

It’s been a few months since Joolz and Bugaboo decided to join forces two European brands that have long stood out for design, innovation, and purpose.

What’s interesting about this collaboration is how natural it feels. Both share a vision of elevating everyday life for modern parents, built on quality, sustainability, and thoughtful design.

And while partnerships between competitors can often feel forced, this one just makes sense.

Joolz, in particular, has always impressed me. A brand with a clear positioning, strong messaging, and an identity that feels both premium and human. They’ve managed to create a brand world that’s consistent, meaningful, and quietly confident.

Would love to work with them someday. 
But let’s be honest, they don’t really need it. 
They’re doing great. 

#Branding #Strategy #Design

New work: Hockey Namur 🏑

With over 110 years of history and nearly 1,000 members, Hockey Namur stands as the largest sports club in the province and a central part of its hockey community.

As the sport evolved, the club faced a strategic crossroads:
Should it focus on high-level competition, or lean into its strong community roots?

We helped reframe the challenge. The real opportunity was already there, in what the club does best: developing talent. Hockey Namur isn’t just a destination; it’s a launchpad for future players, built on strong values of inclusion and togetherness.

Together with the club’s leadership, we:
✔ Defined a clear positioning around player development and growth
✔ Aligned teams on a shared long-term vision
✔ Built a brand narrative that unites ambition with community

The result: a renewed mission and a powerful rallying cry 
“Together, creating the future of hockey.”

Strategic clarity is what turns legacy into momentum.

#rebranding #legacy #strategy

Proud to share the launch of Luxentra ✨

A bold new brand with a simple vision: to turn everyday workplace moments into exceptional experiences.

At Nemesis, our role was to unearth that ambition and give it clarity, building a strategy, positioning, and identity that reflect commercial goals, impeccable service, and international ambition.

The result is a brand that feels elegant, human, and future-ready. A brand the team can rally behind and the market can instantly connect with.

Excited to see Luxentra take this next step. 🚀

#branding #facility #strategy

New work: Akka 🚀

Akka empowers people to invest in startups, in their future, and in themselves. Not through promises of passive income, but through what they call active income — building financial freedom by actively shaping it.

After validating their MVP, it was time for the next chapter. For founder Thomas Rebaud (ex-Meero), ambition was clear: turn akka.app into the biggest angel investor community in Europe.

At Nemesis, we helped sharpen positioning, define audiences, and redesign the brand identity to match that ambition. Alongside strategy, we also worked closely with Thomas on content, messaging, and thought leadership to make sure the story has a face and a voice.

Here’s a first look at Akka’s new chapter 👇

#Branding #Strategy #Identity #Akka

Rebranding is not about change.

It’s about clarity.

Clarity about who you are, what you stand for, and how you create value.

A new logo or fresh design might signal change, but without clarity, it’s decoration. When a rebrand works, it cuts through the noise and makes it unmistakably clear why you exist and why people should care.

Rebranding done right doesn’t reinvent you. It reveals you.

#rebranding #clarity #branding

What drives entrepreneurs isn’t always the same.

For some, it’s the big ambition, 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮 𝗱𝗲𝗻𝘁 𝗶𝗻 𝘁𝗵𝗲 𝘂𝗻𝗶𝘃𝗲𝗿𝘀𝗲, changing an industry, leaving something behind that outlasts them.

For others, it’s more personal. Taking on a responsibility that feels meaningful. Building something for their family, their team, their community.

Both are valid. Both are powerful.

Because at the core, entrepreneurship isn’t about scale of ambition, it’s about the courage to take ownership of something that matters to you.

That’s what keeps founders moving when things get hard.

#branding #purpose #growth

The best logos share a few things in common:
 • Simple and differentiated
 • Reflect the brand essence
 • Surprise and delight
 • Make a point about the company, product, or service

But your logo DOES NOT need to tell the whole story. 
It’s to remind people OF the story

The shortcut in people’s minds that brings all the meaning back in an instant.

That’s the job. Nothing more, nothing less.


#branding #logo #strategy

You are not losing deals to competitors, But to inaction.

Deals don’t usually die because you lost to someone else. They die in indifference, in the status quo, in “maybe later.”

If your buyers don’t feel the cost of doing nothing, they won’t move.

Your messaging shouldn’t just fight rivals. It should fight inertia.

#growth #messaging #strategy

AI isn’t just changing how we work. It’s changing how we see ourselves.

As automation replaces more tasks, many jobs will disappear, and with them, the sense of identity people built around what they do.

For decades, work has been the main source of meaning for most of us. But if AI keeps accelerating, we’ll have to start finding that meaning elsewhere.

Maybe that’s the real challenge ahead, not technological, but existential.

#AI #FutureOfWork #Identity

Wordsmithing values is the easy part. That’s why so many organisations love doing it.

The hard part is turning them into mechanisms that shape real behaviour.

3M doesn’t just say “we celebrate innovation.” They operationalise it with concrete practices:

 • 15% of scientists’ time for personal projects
 • 30% of revenue from new products within four years
 • An internal VC fund to back new ventures
 • Dual career tracks to keep innovators innovating
 • Awards that recognise entrepreneurial success

That’s not slogans on a wall. That’s strategy made real.

#culture #branding #strategy

Strong brands start from the inside.

You can’t have external consistency without internal clarity.

If your team doesn’t share the same understanding of who you are, what you stand for, and why you matter, your message will never land the same way twice.

Branding isn’t just about what you project outwards. It’s about aligning everyone internally around a shared language and belief, so that what the world sees is consistent, confident, and real.

Clarity inside. Consistency outside. That’s the job to be done.

#branding #clarity #nemesis

Hesitation costs more than branding.

Every month you wait, you lose opportunities, confuse your market, and let competitors take the space you should own.

Branding isn’t the expensive part. Indecision is.

#Branding #Strategy #Growth

Customers will never love a company until its employees love it first.

You can’t expect people outside to believe in what people inside don’t feel.

Culture isn’t an HR initiative, it’s the foundation of your brand. 
The way your team speaks, behaves, and shows up becomes the way your company is experienced.

We've seen it again and again. Some of our latest clients understood this from the start. 

Enky | Furniture Solutions. Wiggli. Hockey Namur. Composil. Luxentra. Stravos. Abyssale. Gentis. Student. Qlyr. akka.app. PLUO. Momoamo. 

Brand love starts from within. Always.

#Branding #Culture #Leadership

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