Hoi! ๐
I'm Jonne.
The cupid between brands & people๐.
I work with brands that are just getting started, brands in transition, or brands that know something has to change but aren't quite sure what yet. That's where I feel at home. In the messy phase. Asking the right questions, finding the insight and turning strategy into stories, concepts and experiences people actually connect with.
Sometimes that becomes a brand strategy. Sometimes it's a creative brief, a campaign concept or customer experience requirements.
Building brands worth falling for.
Fresh work
Making an iconic brand matter again
Zwitserleven has been one of the most iconic brands in the Netherlands for decades. So iconic, it even made it into the Dutch dictionary.2023 - 2026 || Brand strategist
The challenge was making that legacy relevant for a new generation. People between 55-67. Half of them didn't feel emotionally prepared for their retirement.
The new positioning brought Zwitserleven closer to society. My focus was to make sure it also came closer to people. Not by talking more about the urgency of pensions. But by helping people feel more confident about their future.
๐ Translating the new positioning into a long-term B2C brand strategy
๐ Connecting campaigns, journeys and propositions into one consistent story
๐ Leading agencies, media strategy and creative direction within the Customer Experience team
๐ Making the brand tangible for 1.2 million customers and 800+ colleagues
Discover other work for campaigns.
Shaping and implementing the BIYU identity
2022 - 2023: Marketing and Brand management
BIYU wanted to make renting the new buying. I joined when that ambition still lived in the founders' living room.
Together we shaped a brand that people wanted to be part of. From defining the identity to translating it into campaigns, partnerships and experiences. Always looking for smart ways to make a big impact with little budget.
๐ Defined the brand identity from scratch with the founders.
๐ Translated the brand into campaigns, partnerships and product experiences
๐ Launched one of the Netherlands' first fully AI-generated OOH campaigns (2022)
๐ Grew the brand from an idea into thousands of customers, two physical locations and a lot of partnerships.
๐ Started in the founders' living room. Ended up leading a content team of five.
Discover other work for new brands.
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Repositioning a second hand brand in a fast fashion world: Defining new luxury
2021 -2022: Branding x content creation
As part of the new-business dream team, I sprinkled brand awareness like confetti. From prototyping campaigns to website wizardry, I transformed groundbreaking ideas into captivating realities, all while staying two steps ahead of market trends.
Disover other work for repositionings.
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How can ByParra be branded to match founder & customer? - The first digital museum e-commerce experience ever.
2021 || CONCEPT || Rebranding x campaign briefing x prototype
E-commerce merchandise shop? Not matching the audience needs. I turned the merchandise shop into a captivating online museum adventure. Streetwear, immersive experiences, and a concept book โ I wove them together seamlessly, creating a unique brand identity that's both interestering and visually stunning.
Discover other work for repositionings.
How can Zeeman stay relevant in 2030? Post. The first clothing subscription ever
2019 || CONCEPT || Strategy x campaign briefing x prototype
What would Zeeman look like in a wealthy, tech-focused and individual society? I rebranded the Zeeman brand without losing itโs identity to the world of 2031 and protyped a concept out of the new strategy. Think essentials magically appearing at your doorstep by blending convenience and foresight. All combined in one app: Post.
Discover other work for campaigns.
