A Global Brand System for NL Netherlands

As Creative Strategist, I led the repositioning from “Holland” to “The Netherlands,” activating both the international brand strategy and creative direction. I developed a unified system with guides and toolkits that allowed for consistent global use, while enabling local adaptation across domains and markets. Working with a multidisciplinary team and a wide network of stakeholders, I helped guide and support over 3,000 brand ambassadors in activating the brand worldwide. Operating as a flexible creative partner, I translated our positioning strategy into campaigns, events and brand assets, ensuring both coherence and relevance at scale.