Nemesis

Nemesis helps ambitious businesses clarify what they stand for, so they stand out with consistency as brands. 

Founded in 2020 in Brussels, Nemesis is a branding firm whose purpose is to transform businesses into brands (with clients both in B2C and B2B). 

We believe branding is best done when really understanding how to align business, humans and experience.
From transformative discussions and radical immersion, we find what makes our clients unique and articulate their purpose in an actionable brand strategy. 
We then build a visual identity that they will be proud to champion.

Visit nemesis.studio for more

Chief Executive Officer

Anomaly

Co-Founder

la base

Our basic apparels are our medium, our reason to speak and to connect. It’s a pretext to go beyond clothing, to inspire everyone to reclaim, embrace, affirm their uniqueness.

Co-founder

Stanley/Stella

Developped the Brand positioning of a new fashion Retail Brand around sustainable core values.

Brand Communication Officer

- Developed a technical environment of Printing for Retail activities (selection of technical alternatives, selection of suppliers and interface for IT aspects);

- Created the Music DNA for Stanley and Stella brand via an actions plan for the business Music.

- Put in place the actions plan related to social networks in line with the communication strategy defined by the Company;

Social Media & Music Communication Officer at Stanley & Stella

Aroe

Aroe was an apparel brand for universities, a music label & a party concept in Louvain-la-neuve !
We launched this company during our studies to learn & experiment !

Founder & CEO

TBWA BELGIUM

Junior Account Executive in Public Relations at PRIDE/TBWA

Junior Account Executive

☖ CEO NEMESIS - Helping brands find clarity.

We’re not your typical branding agency and we never mean to be. We are at the intersection between agency and team members.

We believe in branding done differently. It's about aligning, inspiring, and federating people around a shared vision, not just slapping on a new logo.

We work side-by-side with our clients to unlock the power of their brand. We dig deep to unearth purpose and make it visible.

☗ Hiring strategists, designers, and copywriters, all of whom have one thing in common: designing in a meaningful way. 

✺ Working in radical immersion from our client's habitat

✎ Always eager to connect in a more informal way at sydney@nemesis.studio

Sydney Funck

I TOLD YA! 💥
I won the Entrepreneurs inspirants !

Here’s my next prediction:
the 2026 winner will be a woman, and her name is Florence Loumaye.

See you next year 😎

Helping brands find clarity as CEO of Nemesis

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🔥 I want to be the Nemesis of the branding world.

Not because I want to break it, but because I want to rebuild it.

This year, I had the honor of being named “Entrepreneurs inspirants of 2025”
And if there’s one thing I’ve learned, it’s that branding isn’t design, it’s change management.

At Nemesis, we help companies find clarity before they even think about a logo.
Because a brand doesn’t start with visuals, it starts with meaning, conviction, and alignment.

🎯 A strong brand can’t be declared.
It has to be built from within.

We’re here to challenge how the world sees branding, and to help businesses transform before they show off.

📰 Curious to dive deeper?
Read the full interview in this week’s issue of Trends-Tendances.

#branding #entrepreneurship #leadership #change #nemesis

Announcing the rebrand of akka.app

Akka empowers people to invest in startups, in their future, and in themselves. It opens the doors of top-tier startup opportunities to retail investors, along with the knowledge and community to actively build their financial future.

After validating its MVP over the course of a year, Akka was ready to scale. For founder Thomas Rebaud (who previously built unicorn Meero), the ambition was clear: turn Akka into the biggest angel investor community in Europe.

That’s where we came in. 

Nemesis partnered with Akka to:
 
→ Sharpen the brand’s positioning & define its audiences
 
→ Build a mature identity system to nurture its growing community
 
→ Support Thomas in becoming the face of the brand through messaging, thought leadership & content
 
→ Redesign the full identity to mark Akka’s next chapter


This rebrand is more than a new look, it’s a statement of intent: financial freedom through active investing.

Proud to have helped Akka take this leap forward.

#rebranding #leaderbrand

Some brands are born from strategy.
Others, from emotion. Momoamo was both.
A love for creating moments that bring people together.

A vision of places where shared experiences become shared stories.

Over 5 months, we worked side by side with the founders, diving deep into workshops, pitch decks, and even the walls of their first location.

We challenged, refined, and built the brand from the ground up.The breakthrough came with the name:

MomoAmo, a contraction of Memorable Moments and Amor.

A simple word carrying an entire philosophy: Unforgettable Togetherness.

From a concept to a brand that feels like home, with the comfort of a house, the service of an all-in hotel, and the energy of a countryside retreat.

Proud to have shaped this journey with the MomoAmo team, where future traditions are born.

#branding #hospitality #france

New work drop

For over 110 years, Hockey Namur has been a pillar of sport in Wallonia, the largest club in the Namur province, home to nearly 1,000 members, and known for its familial spirit, warm community, and ambitious mindset.

But legacy alone isn’t enough. The club wanted to look forward, to train the next generation, collaborate across clubs, and create clear pathways for players at every level.

The Mission
Like many clubs, Hockey Namur was caught between two worlds: chasing pro-division results or nurturing a welcoming community. In reality, they were already something more powerful, a foundational step in every player’s journey. A place where future pros are forged, and families still feel at home.

Our role was to help crystallise that truth into a clear, unifying vision:
 “Together, creating the future of hockey.”

From strategy to storytelling, we partnered with Hockey Namur’s leadership to redefine their positioning, realign their teams, and rally the community around a shared ambition, becoming a leading training centre without losing their local roots.

Swipe through to see how we brought this vision to life 👉 

#branding #hockey #namur

The collaboration with Thomas Rebaud.

On this picture, Thomas and I, during our last evening together after a full week working side by side, at his place.

Building a brand always starts by distilling the founder’s vision.
There’s no secret sauce, only context.

You need to be in the same room, ask provoking questions, and shake things up until what truly matters stands still.

During this week, we deconstructed his past and challenged his ambitions for what’s next.

Because akka.app isn’t just another platform.
It’s here to educate, to inspire, and to open the doors of startup investing wider than ever before.

Thank you Thomas for this collaboration,  and for playing the game without any compromise.

It’s for moments like this that we built Nemesis.

🤡 Branding is no joke.
It’s dead serious for your business.

Even Ronald McDonald's knows,
you can dress like a clown,
but you’d better have a billion-dollar strategy behind it. 🍟

At Nemesis, we don’t just make brands look good.
We make them make sense.

#branding #strategy #leadership

AI won’t replace branding, but it will redefine it.

Last week, Johan Wouters took the stage at AI for Marketeers Day to speak about the future of branding in the age of AI.

In a world where everything accelerates, data, decisions, creation, clarity becomes the real competitive edge.
Because when everyone has access to the same tools, the difference is no longer what you use, but why you use it.

AI will make brands faster, but only clarity will make them meaningful.
And that’s where the next generation of brands will win.

At Nemesis, that’s what we build every day, clarity that scales faster than any algorithm.

🌍 At Nemesis, we believe one thing above all:
every human being deserves to find meaning.

Not just in their work.
Not just in their success.
But in their everyday lives, in the stories they live, and in the connections they create.

Too often, meaning is treated as a luxury, reserved for a few, hidden behind privilege, or lost in the noise of the world.
We think the opposite: meaning is a necessity. It’s what gives direction, energy, and resilience.

✨ That’s why our vision is simple and ambitious at the same time:
Design a world where everyone can find meaning.

This isn’t just a mission statement. It’s the reason we exist.
And it’s the story we’re committed to writing, with our team, our partners, and everyone who shares this belief.

🦞 Back in the day, lobster was so cheap it was considered food for the poor.
Today, it’s a $60 delicacy on fine dining menus.

What changed? Not the lobster.
👉 The perception of it.

That’s the power of branding:

Shifting meaning
Creating scarcity
Building rituals
Turning commodities into culture 

Branding doesn’t just change what something looks like.
It changes what it means.

Swipe through the carousel to see how lobsters became a lesson in branding magic.

Lobsters Branding

💥 Stop talking about rebranding.

Because here’s the uncomfortable truth:
👉 Rebrand = lipstick.

A new logo won’t fix a broken strategy.
A new color palette won’t fix unclear positioning.
A shiny website won’t fix a weak culture.

At Nemesis, we don’t cover cracks.
We tear down what doesn’t work.
We clarify. We transform.
We rebuild.

Because if the foundation is weak,
the whole house falls, no matter how good it looks from the outside. 🪨🏠

🔑 Rebranding is not about change. It’s about clarity.

Too often, rebranding is seen as a facelift → new colors, new logo, new words.
But the real work of rebranding isn’t about becoming someone else.

It’s about stripping away the noise.
It’s about finding the essence.
It’s about making sure people see you as you truly are.

Rebranding doesn’t invent a new story.
It makes the existing one unmistakably clear.

✨ Say hello to ordinary moments made exceptional.

That’s the vision of Luxentra, a facility management company with a big dream:
👉 turning everyday workplace moments into exceptional experiences.

When we met founder Amani Dailal, the ambition was bold.
The brand? Not yet.

Together, we built Luxentra from the ground up:

Strategy clear enough to set a new industry standard.
Positioning aligned with growth and commercial goals.
A people-first identity ready to scale internationally.

This wasn’t a rebrand.
It was shaping ambition into a brand built to elevate.

We’re proud to share a first preview of our work with Luxentra 👇

🚀 New brand strategy launch: Hockey Namur
With 110+ years of history and nearly 1,000 members, Hockey Namur is the largest sports club in Namur.

As the sport evolved, the club faced a choice: chase top-division performance or strengthen its community roots. Together, we reframed the challenge: Hockey Namur’s true strength lies in developing talent at every level while keeping its inclusive, family spirit.

We worked with leadership to:
✅ Define a positioning centered on talent development
✅ Align teams around a shared vision
✅ Craft a narrative blending ambition with community

The result: a renewed mission and rallying cry :
“Together, creating the future of hockey.”

This shows how clarity of strategy can transform legacy into future growth.

#branding #hockey #namur

⚡️ Hesitation costs more than rebranding.

Rebranding has a price.
Hesitation has a bill.
And that bill is always bigger:

Lost trust
Lost clarity
Lost momentum

Rebranding = clarity.
Hesitation = confusion.

So the real risk?
Not moving.

👉 Don’t ask if you can afford to rebrand.
Ask if you can afford the price of hesitation.

🚀 Akka’s next chapter

akka.app empowers people to invest in startups, in their future, and in themselves. After validating its MVP, it was time to scale, and for founder Thomas Rebaud (ex-Meero), the ambition is clear: build the biggest angel investor community in Europe.

Nemesis partnered with Akka to sharpen its positioning, refine its identity, and support Thomas in becoming the face of the brand. Together, we crafted a clean new identity system that reflects Akka’s bold mission: financial freedom through active investing.

Proud to see this rebrand mark the beginning of a new era for Akka

#branding #scaleup #akka

👉 Design is the interface. Strategy is the system.

🔥 Strategy is at the heart of branding.

Most people think branding starts with a logo.
A color palette.
A tagline that “sounds good.”

That’s decoration, not direction.

At Nemesis, we don’t start with aesthetics.
We start with clarity.
Because without strategy, even the most beautiful brand is just noise.

Branding is the art of making choices,
who you are, who you’re not, and why it matters.
It’s the blueprint that aligns vision, culture, and communication.

#branding #vision #strategy

⚡️ Clarity beats speed.

If your brand, culture, and vision aren’t aligned…
👉 more speed will only create more chaos.

That’s why clarity is the real growth driver.
Because when everything accelerates, the brands with clarity are the ones that go further.

Like Philippe from BOI (Board of Innovation) said: telling a team to “just adopt AI” is pointless without direction.
Clarity is what tells you which AI matters for you, and why.

Without it, you’re chasing efficiency.
With it, you’re building a brand.

No one really understands what a touchpoint is.
Everyone says it’s part of the customer experience, but that’s only half true.

A touchpoint isn’t just what your customers feel.
It’s every single friction point with your brand.

➡️ A job description? Touchpoint.
➡️ The way you recruit? Touchpoint.
➡️ The onboarding of a new employee? Touchpoint.

Because a brand isn’t built only from the outside.
It’s shaped by every interaction, internal and external.

In simple terms:
A touchpoint = a friction point with your brand.

Le Pain Quotidien

- Daily, Monthly, Yearly Financial Analysis
- Financial reporting 
- Monthly accounting closing
- Costing and Pricing analysis 
- Menu analysis
- Budget
- Implementation and use of BI tools (Power BI)

Junior Financial Controller

Viapass

- Day-to-day accounting 
- Billing Process and Management 
- Financial Reporting 
- Audit 
- Budgeting 
- Process Improvement

Assistant General Manager Finance

Press Shop & More

As an independent Store Manager, I oversee a dynamic array of responsibilities. From orchestrating seamless store operations to delivering top-notch customer service, my role encompassed a diverse range of tasks.

As a Store Manager, I took pride in managing everything from inventory control to order management, ensuring that every aspect of the store ran smoothly. My dedication extended to providing exceptional customer experiences. Through effective communication and strategic planning, I maintained a harmonious balance between operational efficiency and customer satisfaction.

My tenure as a Store Manager has equipped me with invaluable skills in leadership, organization, and customer relationship management.

Independent Retail Store Manager

Kaki. Cake Bar

From Concept to Launch of the First Asian Cake Bar in Brussels. - As I look back on the remarkable journey of creating the first-ever Asian Cake Bar, I'm filled with immense gratitude for the opportunity to bring a unique culinary experience to life. 
My missions were : 
- Brand Design
- Product Creation
- Location Scouting and Setup
- Launch and Communication Strategy
- Communication, Marketing and Media Relations
- Personnel and Operations Management
- Financial and Administrative Management

Concept Creator - Restaurant Manager - CEO

Working as a server at Le Pain Quotidien was an invaluable experience. I learned about managing an establishment, providing excellent customer service, preparing and managing menus, and enhancing the brand image through exceptional customer experiences. It taught me the importance of efficiency, communication, and attention to detail in creating memorable dining experiences.

Host

Solvay Student Consulting Club

Redefining Our Club Strategy for Growth and Success 🚀
Here's what was in store:
- Attracting New Members
- Streamlining Internal Organization
- Attracting New Clients
- Boosting Results

Senior Consultant - Project Manager

Empowering Creative Entrepreneurs to Thrive: Providing Essential Tools for Business Launch!
Here's the tools we offered to our client :  
- Financial Literacy
- Accounting Basics
- Social Media Mastery
- Website Development

Junior Consultant

The Estée Lauder Companies Inc.

- Merchandising Management
- Brand Management
- Marketing and PR Management
- Social Media Management
- Financial Management

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Sydney Funck

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