ignite identity

If your people don’t feel it, your brand won’t fly.
Let’s fix that.

👋 Hi there, I’m Jens. Designer by training, strategist by evolution, translator at heart.
I turn buried identity into shared direction, so teams don’t perform the brand. They become it.

How I can help

»When you don't know what you believe, everything becomes an argument.
But when you stand for something, decisions are obvious.«

Jason Fried

brands break
quietly.
from within.

Not with a bad logo or a weak campaign—but when your team stops knowing what the brand really stands for.

When values feel hollow. When language gets blurry. When no one’s quite sure how to show up.
That’s where the cracks begin.

🛟 I help fix that.

Not by force-feeding values, but by shaping a brand identity your team actually wants to live.

Because every company has an identity—most just haven’t taken the time to shape it.

The work is part uncovering, part alignment: bringing to light what’s already there, and forming a shared sense of meaning that connects everyone under your roof.

It’s relationship-building, not rule-making.
Messaging that’s consistent, not scripted.
Structure that supports creativity instead of killing it.

No dusty brand books. No performative purpose.
Just clarity that runs deep—and systems that turn it into culture.

my Services

Designed to turn brand into behavior.
Whether you’re just starting out or trying to get your team aligned—I help you turn your brand into something people understand, believe in, and live.

Read about my process here.

  • Sometimes you need a second brain.

    No AI. No 90-slide-deck extravaganza.
    A second human—independent from internal structures and systematics.

    Someone who listens, pokes, translates, and helps untangle what feels stuck.

    Rhythm. Intuition. The sync that only happens in real conversation.

    AI can help shape a thought.
    But it can’t feel the moment.

    Sometimes it’s the human exchange that brings clarity – and breaks self-limiting beliefs.

    That’s what these sessions are for:
    To rebuild clarity.
    To find language.
    To set direction—without the corporate buzzword soup.

    👉 Use when: You want a thought partner, not a performance.

  • Most brand confusion comes from the inside. I help you build the internal clarity – values, principles, language – that guides how your brand behaves and communicates across every touchpoint.

    Together, we define what’s true, what matters, and how it all comes through in your culture, voice, and actions.

    👉 Use when: You’re starting out or rebuilding and need real identity clarity, not a visual bandaid.

  • Workshops that get everyone on the same page. Whether it’s founder-to-team translation, value calibration, or internal storytelling, I help turn “we think we know” into “we know.”

    👉 Use when: The team’s growing and things are starting to feel… fuzzy.

  • No more language chaos. I help craft key messaging with a tone of voice and storyline that reflects your identity and easy to integrate across touchpoints.

    👉 Use when: Everyone’s winging it and your brand voice keeps changing.

  • I build internal rituals, tools, and onboarding experiences that make your brand stick so new people learn not just what you do, but how you do it.

    👉 Use when: You’re growing fast and culture’s at risk of slipping.

Their Words, Not Mine

“Jens shaped The Arcade from day one—bringing structure, soul, and long-term clarity to the brand. Over six years, he touched every part of the business, from pitch decks to hiring culture. No ego, full heart, fierce focus.”

DAN SALMANOVICH

Founder THE ARCADE HOTEL AMSTERDAM

“Jens doesn't just "do branding"—he listens until he understands the beating heart of a team, a product, a vision. Using all senses and a healthy dose of magic, he guided me through a personal brand discovery that was anything but ordinary. He operates at the intersection of identity and alignment—where culture meets clarity and brands become truly lived.”

Elena Rodríguez Blanco

Impact Investor // Co-Founder Authenticitys

“Jens is a rare kind of brand developer - deeply precise, yet profoundly attuned. His love for detail shows not just in the brand’s expression, but in how he understands and designs the service behind it. What truly sets him apart is his commitment to brand alignment as a living process. He doesn't just create beautiful identities; he builds systems that help teams live their brand from the inside out - authentically, relationally, and with purpose. Working with Jens is more than a creative collaboration - it’s a transformational experience.”

Angel Hernandez

Co-Founder Connected Business

Let’s make your brand make sense.
from the inside out.

If some of the above feels suspiciously familiar, we should talk.
Let’s figure out where things are stuck—and what we can build instead.

Book a call

Free call. No strings attached.

Brand is identity
with consequences.

Companies don’t fall apart because of bad design. They fall apart when no one knows what they’re part of.
When clarity fades, culture slips, motivation dips, and identity starts to drift. That’s not just bad for business, it’s bad for people.

I help fix that. Not with fluff, but with systems that connect vision to behavior, values to action, and people to each other.

Raised across five continents, shaped by creative subcultures, I’ve spent 15+ years building brands from the inside out.

This isn’t brand therapy.
It’s brand architecture.

Ignite Identity. Shift Reality.