Cases

Selected strategic case work

The cases below reflect complex challenges where strategy must land in reality — often under public scrutiny, organisational pressure or technological change. They show how I connect ambition to execution.

National Police (NL)

Legitimacy, culture & strategic communication
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Ministry of Security & Justice (NL)

Innovation strategy & cross-sector collaboration
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VR Assessment (SJT)

Behaviour, decision-making & validated innovation
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Nederick

Brand strategy as organisational compass
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Selected Additional Work

Scale, platforms & international brand adoption

Alongside ongoing digital development work, I’ve been involved in large-scale digital and brand initiatives for international organisations. These projects focus on platform growth, international rollout and adoption, always with attention to clarity, consistency and execution.

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Additional selected projects (overview)

These projects highlight how ideas, content and digital platforms can scale, engage and evolve across public, commercial and educational environments, focusing on adoption, relevance and impact.

Public & societal context

Omroep MAX — Cross-media platforms extending successful TV formats into scalable online engagement, reaching large and diverse audiences through accessible digital experiences. → View case
Port of Amsterdam — Employer branding and youth engagement via gamification, connecting education, experience and long-term talent attraction within a complex public organisation. → View case
Levvel / Gemeente Amsterdam — Empathy-driven behavioural change through immersive storytelling, making complex social issues tangible for broad public audiences. → View case
Ministry of Infrastructure and Water Management — Digital information platforms that make complex water and policy information accessible to citizens, professionals and education, contributing to awareness, knowledge sharing and transparent public communication. → View case

Commercial & brand-driven context

Perfetti van Melle — International brand strategy, rebranding and brand governance, supporting consistency and local relevance across markets within a complex, multi-brand portfolio. → View case
Orsima – Labour market positioning & employer branding
Strategic communication case in which employees define the narrative to position a technical field as human, inclusive and socially relevant. → View case
Pharos Reizen (ANWB) — Digital platform strategy and customer journey optimisation for a commercial travel brand, supporting orientation, comparison and decision-making across complex and experiential travel propositions.
Fysiomed — Brand positioning and digital transformation for a multidisciplinary sports and performance centre, aligning complex expertise into a clear and conversion-driven digital proposition. → View case
ING — Innovation adoption and process understanding through immersive exploration, supporting alignment, prioritisation and change in regulated, high-complexity environments. → View case
IBM — Strategic exploration of immersive technology to support communication, innovation and inclusion, positioning VR as a catalyst for dialogue rather than a standalone tool. → View case
KesselsKramer / Hans Brinker Budget Hotel — Digital storytelling as an extension of internationally recognised creative campaigns, translating radical brand thinking into coherent digital experiences. → View case

Education & vocational development

SVH / BESPEAK— Innovation in assessment and vocational education through immersive and practice-based testing, improving realism, fairness and learning outcomes. → View case
De Rooi Pannen — Innovation in practice-based education through immersive exploration, helping students and educators assess where new technology genuinely adds value. → View case

TV formats

Development of various TV and branded formats. → View case

Voice-over – Presentor

Professional voice-over artist / Presentor since 1992. → View case