Design has always been my language, but my focus has evolved with every project and challenge. What began as award-winning work in branding grew into something deeper: helping future-forward brands envision and shape experiences that people can feel in every interaction—where digital and physical flow together naturally.
As a Strategic & Creative Advisor, I decode a brand's DNA and translate it into experiences that hit different. With roots in both business consulting and creative agencies, I bring a unique perspective: spotting opportunities others miss and turning them into exciting possibilities. My work bridges the gap between digital and physical spaces, helping organizations transform their brand promises into reality across products, services, spaces, cultures, and identities—always ensuring technology feels more human and natural.
Whether reimagining retail spaces, dreaming up new services, or transforming how people experience your brand, I create the concepts and strategic frameworks that inspire action. I believe in designing what people truly want, not just making them want things. Because ultimately, it's not about making people love your brand; it's about making a brand people love.
Experience
Founder, Change Architect
Restless Minds™
Since 2021
Strategic & Creative Advisor
Van Grinderbeek ☺
Since 2020
Creative business strategist & advisor
Oeco Group & Cronos Group
Since 2020
Design director brand experience
Wunderman Thompson Belgium (now VML)
2018 until 2020
Concept Developer, Art Director
BBC creative agency, Flow Pilots, Prophets (now iO)
2002 until 2018
Selected brands
Liberty Global, Telenet, Samsonite, Samsung, FPS Justice, Salesforce, Mircosoft, Toos Franken, Deme and many more.
Services
Strategic Advisory
Creative Direction
Digital Innovation
Brand Experience Design
Brand Strategy
Design Leadership
Awards and honours
The work featured in this portfolio has been recognized with prestigious awards and honors, including a Grand Prix at the Epica Awards 2021, Golds at the Clio Awards, Eurobest, and IAB Mixx Awards, and being shortlisted at Cannes Lions and ranked among the top 100 most awarded campaigns in the world by WARC. These accolades reflect the impactful and innovative nature of the featured projects.
Smart Brands
I advise organizations on building brands ready for tomorrow, combining business strategy with creative direction. Drawing from two decades of experience, I help develop brand DNA that guides every touchpoint. Through strategic advice, I ensure brands build lasting connections with their audience.
Smart Experiences
I guide organizations in creating meaningful brand experiences across physical and digital worlds. Combining expertise in spatial design, emerging technologies, and creative strategy, I advise how to turn everyday interactions into memorable moments. My focus is ensuring one consistent story flows through every touchpoint.
Smart Transformation
I help organizations align their business objectives with brand reality. Through strategic guidance and creative direction, I ensure internal culture and external experience work as one. Because when you build a brand with authentic connections inside and out, people don't just buy from you – they dream of working for you.
COPYRIGHT © 2025 JO VAN GRINDERBEEK
STRATEGIC AND CREATIVE ADVISOR