ABOUT ME
A seasoned creative strategist with over 20 years of experience, Jo Van Grinderbeek went from crafting compelling brand experiences for major clients at top agencies to founding Restless Minds™, a creative transformation agency that guides complex organizations through challenging transformation processes.
CONTACT
t: +32 470 11 07 66
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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.
Case study: Van Marcke & Modulab
Role: Creative business development | 2022
Case study: Ai contextual advertising
Role: Creative business development | 2022
Bridging the online and offline shopping experience.
THE CHALLENGE
Innovation alone isn't enough; success lies in creating experiences people genuinely want to use. Bathroom design can be overwhelming, so Van Marcke's challenge was to make it simple and enjoyable. They wanted to combine online convenience with the ability to see and touch products. Modulab was developing an interactive table for their concept store and needed expertise to ensure an engaging experience.
THE SOLUTION
Restless Minds, experts in human behavior and perception, advised Modulab on the table's user experience. The goal was to create an experience customers would actively seek out. Restless Minds focused on user needs and desires, ensuring the table was intuitive and engaging. The result: a bathroom design process that is exciting and fulfilling, empowering customers to create their dream bathrooms.
Context-driven Ad placement.
THE CHALLENGE
The core challenge lies in the disconnect between advertisements and the content viewers are engaged with. Bombarding audiences with generic ads during breaks leads to frustration and channel switching, diminishing the effectiveness of advertising and jeopardizing the financial viability of linear television.
THE SOLUTION
Contextual advertising offers a transformative solution. By harnessing the power of AI to analyze real-time content and identify key elements like emotions, actions, and locations, we can dynamically insert relevant ads during natural pauses in programming. This creates a seamless and engaging viewing experience, where ads complement the content and resonate with viewers' interests.
Case study: City App
Agency: Oeco Group
Role: Creative business development
2021
The town hall in your pocket. Building a smart, citizen-centric city.
THE CHALLENGE
Traditional city services often involve time-consuming processes, impersonal communication, and limited accessibility. Citizens are forced to navigate complex bureaucracies, wait in long queues, and struggle to find relevant information. This outdated approach not only frustrates citizens but also creates inefficiencies and missed opportunities for cities.
THE SOLUTION
A smart city app can revolutionize the way cities serve their citizens. By providing a centralized digital platform, the app offers a convenient and accessible way for citizens to interact with their city. Citizens can access a wide range of services, from requesting documents to reporting issues, all from their smartphones. The app's personalized features tailor communication and services to individual needs, ensuring relevant and timely information. Furthermore, the app enables two-way communication, allowing citizens to provide feedback and engage in dialogue with their city. By embracing digitalization, cities can bridge the gap between citizen expectations and the reality of city services, creating a more efficient, responsive, and citizen-centric experience.
Federal Police Belgium
Role: Creative business development | 2022
Federal Police Belgium
Role: Creative business development | 2022
Revolutionizing forensic sketching.
THE CHALLENGE
Traditional forensic sketching relies on a limited number of skilled artists, creating a bottleneck in investigations. Witnesses' memories fade quickly, hindering accurate suspect identification. This delay can impact public trust in law enforcement's ability to respond effectively.
THE SOLUTION
A user-friendly, touch-based app empowers any officer to create high-resolution facial composites on-site, capturing crucial details while memories are fresh. Smart algorithms and integration with national mugshot databases allow for instant matching and lead generation, accelerating investigations and enhancing public safety.
Virtualizing crime scene investigations.
THE CHALLENGE
Traditional crime scene documentation methods are subjective and may miss crucial details. Physical scenes are altered over time, hindering future investigations or training opportunities.
THE SOLUTION
3D capture technology creates an immersive, virtual replica of the crime scene, preserving every detail for future analysis. Investigators can "revisit" the scene anytime, analyze evidence from any angle, and even use VR/AR to simulate events or train new recruits. This ensures that no piece of information is lost to time or environmental changes.
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BRAND EXPERIENCE ARCHITECT