About me
A Brand Experience Architect with over 20 years of expertise, Jo Van Grinderbeek went from crafting compelling brand experiences for major clients at top agencies to founding Restless Minds™, helping organizations build brands people don't just buy from, but dream of working for.
Contact
t: +32 470 11 07 66
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Cronos Nordics | Branding
Samsonite | Global Rebranding
Taking swedish startups to new heights.
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In 2023, we helped Belgian IT powerhouse Cronos Group make its mark on Sweden's competitive startup scene. With 500 companies and 9,000 employees strong, Cronos needed more than just a brand translation – it needed a fresh identity that would resonate with Swedish entrepreneurs. We dove deep into Sweden's startup culture, often compared to Silicon Valley, to understand what makes it unique. The result? A brand that captures Cronos' entrepreneurial spirit while speaking directly to Swedish innovation culture. This wasn't about importing a Belgian success story; it was about creating something new that could thrive in Scandinavia's dynamic business landscape.
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Strategy and brand development | 2022
Revitalizing a legacy brand for a new generation.
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In a strategic brand refresh, we bridged the gap between Samsonite's legacy of quality and millennial travel aspirations. The "Born To Go" campaign reframed durability into a story of endless possibilities, positioning Samsonite not just as a luggage brand, but as an enabler of mobile lifestyles. This shift resonated strongly with millennials who value both quality and experiences, proving heritage brands can successfully evolve for new generations while staying true to their core values.
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Role: Design director brand experience | pitch-team
Agency: Wunderman Thompson
Year: 2019
Agency: Wunderman Thompson
Year: 2019
Telenet | Interactive Shopping Windows
Pioneer DJ | Community building
Making passers-by pass-and-stay.
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Telenet improved traditional retail window displays by using holographic technology that turned static storefronts into dynamic, interactive showcases. In today's busy streets where store windows often go unnoticed, Telenet's solution created immersive 3D scenes that appeared to come alive within the window space. The system was used to promote various products and services, including a popular "Casa de Papel" (Money Heist) themed display. This innovative approach successfully increased foot traffic, enhanced brand visibility, and created engaging social media moments, helping Telenet stand out in the competitive retail landscape.
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Strategy and brand development | 2022
Turning time zones into dance floors.
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Pioneer DJ sought to unite a diverse DJ community with varying styles and preferences, fostering a sense of belonging and connection. Our response was to create a unique concept for a blog and 24/7 live stream platform called "midnight somewhere," which ensures a constant stream of live music, appealing to both DJs and enthusiasts while strengthening Pioneer DJ's position in the global music scene.
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Role: Design director brand experience
Agency: Wunderman Thompson
Year: 2020
Agency: Wunderman Thompson
Year: 2020
Telenet | Phubbed
Agency: Wunderman Thompson (now VML)
Role: Design director brand experience
2020
Encouraging
real-life connections
THE CHALLENGE
Phubbing, or phone snubbing, leads to disconnection and isolation. Telenet sought a tool to promote meaningful interactions.
THE SOLUTION
The Phub'd! app gamifies putting phones away. Once activated, anyone unlocking the phone is assigned a fun challenge. This engaging app, launched with a humorous campaign, encourages real-life connections.
Liberty | Global Spacious Design
Case Study | Contextual Advertising Ai
Turning Jamaican telecom stores into community hubs
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Traditional telecom stores overwhelm you with endless rows of phones and gadgets. But in Jamaica, Flow took a radically different path. Drawing inspiration from modern banking designs while embracing Caribbean warmth, their new stores put human connection first. The experience unfolds naturally - start at digital self-service points for quick top-ups, move to friendly welcome desks for faster solutions, or step into private rooms for deeper conversations. Gone are the dreaded waiting times - instead, you'll find vibrant co-working spaces where customers can stay productive. By shifting focus from selling devices to enriching lives, Flow's stores have become more than just shops - they're community hubs where technology brings people together.
ROLE
Role: Design director brand experience
Agency: Wunderman Thompson
Year: 2019
Agency: Wunderman Thompson
Year: 2019
Reimagining TV Ads: when content meets context.
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What if TV advertisements could seamlessly blend with the content you're watching? We've envisioned a revolutionary approach to television advertising that moves beyond disruptive commercial breaks. This concept uses AI to analyze real-time content—identifying emotions, actions, and settings—to intelligently insert relevant ads during natural program pauses. Rather than interrupting viewers with generic commercials, this system would match advertisements to the viewing context, creating a more engaging experience. While still in the concept phase, this innovation shows how technology could transform TV advertising from an intrusion into a natural extension of content.
ROLE
Creative business development | 2022
Telenet | Retail Optimization
Agency: Wunderman Thompson (now VML)
Role: Design director brand experience
2020
Enhancing the customer
shopping experience at Telenet.
THE CHALLENGE
Telenet customers desired a balance between browsing independently and receiving assistance when needed. The store's visual clutter and layout hindered the shopping experience.
THE SOLUTION
We create a unique "help when needed" strategy with clear visual cues and staff training. A consistent design element and optimized layout created a calmer, more cohesive, and enjoyable shopping environment.
Reboot® | Branding
Toos Franken | Ditigial Experience
Branding for sustainable growth.
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In 2023, we worked with Reboot a small and ambitious startup that brought a fresh perspective to sustainability. Instead of focusing on environmental challenges, they championed the opportunities of sustainable business growth. Our task? Create a brand that captured this optimistic vision. The result was a clear brand story showing how sustainability fuels innovation and success, helping companies see green initiatives as a path to prosperity rather than a burden.
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Strategy and brand development | 2022
Small budget, big impact.
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Coming soon
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Creative business development | 2022
Oxygen Group | Branding, Community building
Port Of Antwerp Bruges | Experience Launch Event
The birth of Oxygen Group.
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In 2023, we guided iFacto Group through an exciting transformation to become Oxygen Group. While most rebrands focus on logos and visuals, this project started with people. After several acquisitions, the company needed more than a new name – it needed a unified identity that everyone could believe in. We worked from the inside out, bringing together diverse teams under one inspiring vision. The result? A vibrant new brand called Oxygen Group that truly reflects its people's ambitions and creates a shared sense of purpose. This wasn't just about changing a name; it was about creating a workplace where everyone feels part of something bigger.
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brand transformation and brand development | 2022
Dive into the future.
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As Creative Director, I conceptualized "Dive Into The Future" - an immersive experience celebrating the Port of Antwerp-Bruges merger, brought to life in collaboration with Sylvester Events. The creative concept transformed the Antwerp Waagnatie into a mesmerizing underwater world for 2,000 guests, featuring an innovative 800m² ceiling projection that created the illusion of looking up through water at bustling port life. Every detail reinforced this underwater narrative - from mirror-topped tables reflecting the rippling projections to custom "driftwood" lounges and staff wearing scale-inspired makeup. The experience wove together cultural elements from both cities, culminating in a dramatic finale with a virtual tidal wave synchronized with fireworks, setting the perfect tone for the ports' unified future.
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Design director brand experience and creative direction | 2021
Telenet condom
Agency: Wunderman Thompson (now VML)
Role: Design director brand experience
2020
A safer and more secure online experience for Telenet clients.
THE CHALLENGE
Telenet wanted to empower users to navigate the digital world responsibly and address the issue of sextortion.
THE SOLUTION
The .comdom app, a "digital condom" for safer sexting, allowed users to watermark intimate photos, discouraging unwanted sharing. This innovative and award-winning approach garnered widespread recognition and solidified Telenet's commitment to user safety.
Telenet | Interactive Shopping window
Algorhythm | Branding
Interactive shopping window.
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Interactive shopping window for two Telenet Flagship Stores using custom tracking to display content
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Role: Design director brand experience
Agency: Wunderman Thompson
Year: 2019
Agency: Wunderman Thompson
Year: 2019
The rhythm of data.
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Coming soon
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Strategy and brand development
Case study | Smart Cities
Case Study | Federal Police
The town hall in your pocket.
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City services traditionally involve bureaucracy, long wait times, and fragmented communication, creating frustration for both citizens and administrators. A smart city app transforms this experience by providing a centralized digital platform where citizens can access services, request documents, and report issues directly from their smartphones. With personalized features and two-way communication, the app creates an efficient, accessible bridge between citizens and their city government.
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Creative business development | 2021
Revolutionizing forensic sketching.
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What if every officer could be a forensic artist? We explored this possibility through an innovative app concept that puts sketch capabilities directly into officers' hands. The proposed touch-based solution would allow immediate creation of facial composites at crime scenes, while witness memories are still vivid. By connecting to mugshot databases and utilizing smart algorithms, this concept demonstrates how technology could transform the traditionally slow sketching process into an instant identification tool. While still at the conceptual stage, this solution highlights the potential to revolutionize how law enforcement captures and acts on witness descriptions.
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Strategy and brand development | 2022
Case study: Customisable footwear
Agency: Made out of boredom
Role: Creative business development
2019
Make Your Mark®: Leave your unique footprint on the world
The challenge
In a world of increasing personalization, Gen Z craves unique self-expression. They want to stand out from the crowd and leave their mark on the world. Traditional customization options for sneakers focus on colors, materials, and laces, but what about the actual imprint we leave behind? Current footwear allows for self-expression above the sole, but ignores the mark we make with every step.
The solution
Make Your Mark® empowers Gen Z to personalize their footprint. This concept allows individuals to design their own unique shoe sole, incorporating their "design DNA" to create a truly personalized mark. Imagine leaving behind a trail of mini-logos, inspirational quotes, or even intricate patterns with every stride. This approach to customization transforms footwear into a form of self-expression that literally leaves an impression on the world. Make Your Mark® taps into Gen Z's desire for individuality, allowing them to not just wear their personality, but to imprint it on the world with every step.
More coming soon
COPYRIGHT © 2024 JO VAN GRINDERBEEK
BRAND EXPERIENCE ARCHITECT