New Dutch Campaign Development for NL Branding

In my role as Brand Manager for NL, I took on the role of project lead and quartermaster for the New Dutch movement. The aim was to reposition the Netherlands at the forefront of sustainable innovation, moving away from the more traditional “old Dutch” image. I developed the positioning and narrative, and brought it to life through a storytelling-driven campaign concept and a proposed year-round programme of events. I delivered presentations, created a campaign video, and organised events and workshops to build understanding and adoption.

As a result, I secured commitment and investment from multiple regions, as well as strong potential for visibility through aligned communication efforts — laying the foundation for large-scale activation, brand awareness and future growth.