jo - Duplicate - Restless Minds™

VAN GRINDERBEEK™

Archives

I'm a creative strategist and change architect with a succesfull track record of turning complex challenges into future-defining stories and building 'love brands' that resonate deeply from the inside out.

Selected Clients
Fod Justice
Port Of Antwerp Bruges
Liberty Global
Deme
Samsonite
Telenet
Samsung

Founder:
Restless Minds™
The Change Collective

Previous Agencies:
VML (Wunderman Thompson)
iO (Prophets)
BBC

Services
Change Strategy
Change Advisory
Brand Experience
Strategic Direction
Creative Direction

About me
Jo Van Grinderbeek is a creative strategist and change architect with a passion for transforming brands and organizations from the inside out. He builds thriving, people-centric organizations through compelling change narratives that resonate across all levels. With a proven track record as a brand experience director at VML (Wunderman Thompson) and now as the founder of Restless Minds™, he has successfully built "love brands" and guided complex organizations like FOD Justice Belgium through major transformations. Jo connects the invisible dots, ensuring absolute alignment between a brand's internal culture and its external expression, crafting holistic brand experiences for employees and customers that resonate powerfully across all touchpoints.

FOD JUSTICE BELGIUM | RESTLESS MINDS™

What if change needs to be inspired instead of managed?

Problem

The Belgian FPS Justice struggled with previous digital transformation initiatives that prioritized technology over people. This led to employee resistance, widespread skepticism, and failed attempts to create meaningful change. Employees felt changes were forced upon them without consideration for their daily challenges and needs.

Solution

In collaboration with the FPS Justice leadership, we shifted the focus from technology-driven solutions to a human-centered transformation. We began by crafting a shared vision that addressed both the organization's goals and the needs of employees. Through storytelling, we illustrated how these changes would directly benefit employees in their work lives. We emphasized empowerment and participation, actively involving the workforce in the process. This approach positioned technology as a tool to enable the transformation rather than the sole reason for change.

Results

This fundamental shift has already produced tangible improvements. We've witnessed a decrease in employee resistance as people feel heard, understood, and involved in the process. There's a renewed sense of optimism and trust in the transformation's potential. Building trust and collaboration with employees through this process sets the groundwork for greater success in future digital endeavors.

More info & credits

Agency: Restless Minds™
My role: Strategic advisor, focusing on the human experience in change.
Website: www.restlessminds.be

TELENET | VML (WUNDERMAN THOMPSON)

What if the Telenet brand became synonymous with experience and customer-centricity?

Problem

Telenet, one of Belgium's largest telecommunications providers, recognized the need to adapt its retail strategy amidst the growing popularity of online sales and evolving customer expectations. The company faced challenges in transitioning its physical stores from sales-driven environments to experience-oriented spaces. Additionally, Telenet sought to create a cohesive brand image across its diverse sub-brand portfolio while subtly optimizing the overall customer journey.

Solution

I developed a comprehensive proposal concept focused on design, customer engagement, and staff training. The company proposed flexible design templates that would unify the visual identity of its various brands through consistent white space, forms, and framing elements. In-store "experience corners" were envisioned to provide customers hands-on opportunities to interact with products and services, fostering deeper engagement. Furthermore, Telenet emphasized a "host mentality" among its retail staff, proposing training that prioritizes customer guidance and interaction over traditional sales tactics.

Results

This retail transformation concept would significantly improve brand perception and customer satisfaction. The unified visual approach across stores will create a more cohesive and memorable brand experience. At the same time, the experience-focused corners and host mentality are anticipated to increase customer engagement and dwell time. These changes will position Telenet as a modern, customer-centric brand that is well-aligned with the evolving retail landscape.

More info & credits

Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be

DPG MEDIA | RESTLESS MINDS™

What if we could turn viewers' emotions into relevant advertising opportunities?

Problem

Traditional TV advertising, focusing on primetime slots and mass viewership, often disrupts the viewing experience and delivers irrelevant ads, leading to viewer frustration and ad avoidance. This outdated model fails to acknowledge the emotional context of the viewed content, creating a disconnect between advertisements and the audience's mindset. This disconnect causes ad fatigue, diminishes brand recall, and negatively impacts the viewing experience.

Solution

Emotionally-Driven Contextual Advertising (EDCA) utilizes artificial intelligence (AI) to analyze the emotional context of TV programs and match ads accordingly. By understanding a show's emotional tone and themes, EDCA can seamlessly integrate relevant and engaging ads into commercial breaks.

Results

This AI-powered contextual advertising concept has the potential to revolutionize TV advertising, transforming it from an annoyance to a valuable and engaging experience for both viewers and advertisers.

More info & credits

Agency: Restless Minds™
My role: Strategic advisor, Creative Concept
Website: www.restlessminds.be

SAMSONITE | VML (WUNDERMAN THOMPSON)

What if a brand transformation created excitement for its future

Problem

Samsonite faced the dual challenge of appealing to the increasingly important millennial demographic while maintaining its established brand heritage and reputation for innovation. Research revealed that millennials, and those embracing a similar mindset, were leading increasingly active lives, blending work and leisure travel, and seeking new experiences. This insight highlighted the need for Samsonite to position itself as a brand that understood and catered to this "on-the-go" lifestyle.

Solution

Inspired by Samsonite's commitment to creating durable, lightweight, and innovative travel solutions, a comprehensive brand refresh was undertaken. The campaign narrative centered around the idea that Samsonite, like its target audience, was "born to go." A new visual identity was developed, incorporating high-tech, high-energy design elements inspired by the urban environment. A global campaign toolkit was created, including a brand video filmed in diverse locations and featuring a mix of urban and natural themes. The campaign photography, shot in real urban settings, captured the dynamism and diversity of the "born to go" lifestyle. Additionally, custom fonts and typefaces were designed to reinforce the brand message.

Results

The "Born to Go" campaign successfully resonated with the target audience, positioning Samsonite as a brand that understood and supported their active lifestyles. The refreshed visual identity and compelling campaign materials effectively communicated the brand's commitment to innovation and its alignment with the desires of modern travelers. The campaign's multi-channel approach ensured broad reach and engagement, solidifying Samsonite's relevance in a competitive market.

More info & credits

Agency: Wunderman Thompson
Role: Design Director Brand Experience
Website: www.vml.com

TOOS FRANKEN | RESTLESS MINDS™

What if a luxury fashion brand could thrive during a global pandemic, even with closed doors?

Problem

Belgian fashion brand Toos Franken, known for its boutique exclusivity and focus on in-person customer experiences, faced a significant challenge when the COVID-19 pandemic forced the closure of physical stores. The brand needed to rapidly pivot from offline to online sales, replicating the luxurious, personalized service it was known for in a digital environment. This meant not only showcasing the entire collection online but also creating a virtual experience that captured the essence of the brand.

Solution

To address this, a comprehensive digital transformation was implemented. A new e-commerce platform was launched, offering a seamless and intuitive shopping experience that mirrored the brand's aesthetic. High-quality product imagery and detailed descriptions were used to showcase the craftsmanship of each piece. Virtual styling appointments were introduced, allowing customers to receive personalized advice and recommendations from the comfort of their own homes. Additionally, a booking system was implemented to facilitate one-on-one in-store appointments when restrictions eased, ensuring a safe and exclusive shopping experience.

Results

This multifaceted approach yielded remarkable results. Toos Franken successfully navigated the challenges of the pandemic, maintaining brand loyalty and expanding its customer base. The new e-commerce platform drove significant online sales, while the virtual styling appointments and in-store booking system ensured a personalized and engaging customer journey. This transformation addressed the pandemic's immediate challenges and positioned Toos Franken for long-term success in an increasingly digital landscape, seamlessly blending the physical and online realms.

More info & credits

Agency: Restless Minds™
Role: Founder & Managing partner
Website: www.restlessminds.be

I would like to meet you, give me a call xxx, email jo@restlessminds.com or let’s meet in Antwerp.