BYBORRE
CORE VALUES
Brand Direction / Strategic Alignment / Facilitation & Development
As BYBORRE evolved from a creative studio into a digital-first platform, its original values no longer reflected the company’s direction. Rapid pivots had outpaced the cultural framework, leaving teams without shared principles to guide collaboration and decision-making.
I contributed to the values definition by working closely with stakeholders across the company—capturing team input and translating it into principles that felt authentic, actionable, and aligned with BYBORRE’s brand.
To embed these values into daily work, I led the development of the Culture Playbook—a practical tool that turns abstract values into concrete behaviours, rituals, and ways of working. I also initiated a visual interpretation in textile, collaborating with artist Mart Veldhuis to root the values in BYBORRE’s creative DNA.
Team and leadership
Strengthened the link between individual contributions and BYBORRE’s mission, aligning day-to-day decisions with the brand’s long-term vision.
Employee engagement
Contributed to a +33% increase in eNPS, reflecting a more motivatet, aligned, and collaborative company culture.
External engagement
The Culture Playbook and artist collaboration became a tangible expression of BYBORRE’s culture, sparking conversation and curiosity among studio visitors and collaborators.
(collaborators) Mart Veldhuis, Alexander van der Linden, Cloé Lankhorst, Scarlet Beh, Damon de Cardoso, Chloë van der Well
