☖ 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

🇧🇪 Proud to see Belgium shining on the global branding scene

Our Enky | Furniture Solutions case has been listed among the Top 10 best rebranding projects of 2025, alongside amazing agencies from all over the world.
A recognition we’re truly grateful for 🙏

What makes this Top 10 even more special?
👉 3 Belgian agencies made the list.

👏 Base Design for their beautiful work on 12 (Hey Thierry and the whole team)
👏 WeWantMore for the branding of Gentlee

Huge congrats to our peers for the quality and craft of their work.
And honestly… it’s hard not to feel that Belgium is becoming a real place to be for branding 😄🇧🇪

S/O to Roger Castelino and the design community! 

#branding #rebranding #design

Helping brands find clarity as CEO of Nemesis

Most organisations don’t fail because of bad strategy.
They fail in the gaps.

The gap between what is written in decks and the values.
The gap between what is said in meetings and town halls.
And the biggest one: the gap between what is lived every single day.

Culture doesn’t break loudly.
It erodes quietly, in those inconsistencies people feel but rarely name.

When values are framed on walls but ignored in decisions.
When purpose is repeated in speeches but absent in behaviour.
When strategy sounds inspiring but feels disconnected on the ground.

Closing those gaps is leadership work.
It’s uncomfortable, demanding, and deeply human.

At Nemesis, we believe alignment is not about communication.
It’s about coherence.

What you write should guide what you say.
What you say should shape what you do.
And what you do should make people believe.

Because people don’t follow words.
They follow what is lived.

#Leadership #Culture #Alignment

I am building a world.
Not by chance, by design.

A world where meaning comes first.
Where choices are intentional.
Where what we build reflects what we believe.

Meaning isn’t a slogan.
It’s an architecture.

And I choose to design it.

#MeaningByDesign #Leadership #Culture

Nemesis is proud to sponsor ''La nuit des Entrepreneurs inspirants''.

First stop: Liège.

A city of grit, ideas and straight-talking entrepreneurs.
The kind of place where things actually get built.

Who knows…
maybe my successor is already a Liégeois 😉

See you in Liège.

#Nemesis #Entrepreneurship #Leadership

Surround yourself with entrepreneurs.
With do-ers.
With makers.
With shapers.

People who execute.
People who challenge.
People who turn ideas into reality.

Energy is contagious.
So is ambition.

Choose your circle wisely.
It shapes how far you’ll go.

#Entrepreneurship #Leadership #Mindset

We’re preparing some big news.
And no... this isn’t just a holiday.

New place.
New energy.
Same Nemesis mindset.

Take a guess 👀
Where am I?

And more importantly…
what do you think is coming next?

#Nemesis #StudioLife

Rebranding isn’t about changing how you look.
It’s about changing how clearly you’re understood.

Changing your logo will have no impact on sales, culture, or marketing.
On its own.

A logo is a symbol, not a strategy.
It won’t fix misalignment, clarify your positioning, or create demand.

When a logo change is the result of strategic clarity, it amplifies momentum.
When it’s the starting point, it’s just decoration.

Federating teams isn’t about motivation.
It’s about direction.

When teams row in different directions,
no amount of effort moves the boat forward.

Good branding does one thing exceptionally well:
it aligns people around one vision.

One direction.
One language.
One shared understanding of why we do what we do.

When branding is done right:
• decisions get easier
• silos disappear
• energy compounds

Alignment isn’t soft.
It’s one of the most impactful business outcomes of branding work.

#Branding #Leadership #Alignment

Some journeys are about more than building a brand, they’re about reshaping an industry.

With Enky | Furniture Solutions, Aïssa Laroussi and Shari Dewannemacker are on a mission to challenge the furniture industry as we know it.
I often say they’re building the new IKEA… but honestly, they’re going far beyond that.

They’re redefining how people discover, choose, and buy furniture,
with clarity, accessibility, and a deep understanding of modern lifestyles.

Working alongside founders with this level of ambition and vision is exactly why these projects matter.
Proud to be part of the Enky journey, and excited for what’s coming next.

Sometimes, you jump into a project knowing it’s a bet.

Qlyr was exactly that, one of the most ambitious projects we’ve taken on for the Swiss market.
A bold vision, a complex challenge, and the courage to aim high from day one.

Huge respect to Karine Kaensuwanpongsa for the trust, the ambition, and the energy behind this venture.
Building something like this takes clarity, resilience, and conviction.

Projects like Qlyr remind me why we do what we do:
to take risks, push boundaries, and help ambitious ideas find their place in the world.

Proud to be part of this journey.

From playing in the second division
to competing with Europe’s elite
in just 5 years.

What an incredible ride.

Vision.
Patience.
Relentless execution.

Proof that long-term thinking still wins.

C’était juste l’Union
en Champions League.

Your culture isn’t what you say it is.
It’s what you tolerate every day.

Not your values deck.
Not your brand book.
Not your off-site slogans.

Culture is the by-product of consistent behaviour.

How decisions are really made.
How feedback is actually given.
What gets ignored.
What gets rewarded.

The same behaviours, repeated long enough, become “the way things are done here.”

You don’t build culture by talking about it.
You build it by showing up the same way, every day.

Consistency beats intention.
Always.

#Culture #Leadership #Consistency

One of my favorite projects this year: Student

Not just for the final result, but for everything that happened along the way.
A clear vision, honest and challenging conversations, and trust built from the very first exchange.

Huge thanks to Florence Loumaye for the trust, and to the entire Student team.
What you’re building truly matters.

You’re reshaping how students enter the world of work —
a cornerstone for generations to come.

Proud of what we built together.

Not every project stays a project.
Karman Consulting is a perfect example.

What started as a collaboration quickly became a shared journey,
a common vision, deep conversations, and trust that grew naturally over time.

Huge thanks to Inès Belaiba , who became more than a client: a friend, and now even a business partner.
A true inspiration on a daily basis.

Projects like this are a reminder that the most meaningful work often leads to relationships that last.
Grateful for what we’re building together.

How do you look at the future?

By hoping it will turn out well?
Or by deciding where you’re going?

Hope isn’t a strategy.
Direction is.

At Nemesis, we help our clients take control of their future
by setting a clear strategic roadmap.

One vision.
Clear priorities.
Concrete decisions.

Because the future doesn’t belong to those who wait.
It belongs to those who design it.

#Nemesis #Strategy #Leadership

Strong brands don’t start by talking about themselves.
They start by talking about the problem.

Not the product.
Not the features.
The real tension people live with.

Talk About the problem

(Re)branding isn’t about aesthetics.
It’s a strategic lever, especially at pivotal moments.

• When you launch and need clarity from day one
• When you scale and what got you here won’t get you there
• When you reinvent and the next move requires a new narrative

At each of these moments, branding plays a different role.
But the objective is always the same: direction.

Direction for decisions.
Direction for teams.
Direction for what comes next.

The right brand at the right moment
doesn’t just reflect change
it enables it.

#Branding #Rebranding #Strategy

Ego often gets in the way of good business.
Most founders have seen it. Many have paid the price.

That’s why operating without ego resonates so strongly.

But what truly lasts is not just the absence of ego.
It is brutal honesty.

Working without ego opens the door.
Brutal honesty stays when things get uncomfortable.
When decisions matter.
When clarity matters more than comfort.

The holidays are over.
Back to reality.

Before the to-do lists take over, a simple question:

What are your resolutions for 2026?

Not the polished ones.
The real ones.

The habits you want to change.
The behaviours you want to be more consistent with.
The things you’ll finally stop tolerating.

Curious to read yours 👇

#NewYear #Resolutions #Leadership

One of the most inspiring brand principles we’ve worked on lately came from a project called Momoamo.

Momoamo creates offsites for teams
in some of the most beautiful places in France.

But what really drives them isn’t the location.
It’s their narrative:

“Create unforgettable togetherness.”

To make that real, we defined a simple but powerful principle:
Go off script.

Not as a slogan.
As a behaviour.

Going off script means stepping outside the to-do list.
Rechallenging habits.
Questioning routines.
Creating something new, every single day.

For the team, it became a compass.
For their guests, it became memorable moments.
For the brand, it became alignment between intention and action.


#Branding #Strategy #Culture

Yannick Khayati

Founder / Validation Lead

Say ‘hi’ to Cosmos Collective, where experimentation meets innovation. We help innovation teams tackling all their assumptions via rapid experimentation. 

We developed an approach that allows us to test any business idea or concept within a period of 3 months. 

The 🔑 is finding the right sequence of experiments in order to test (read: tackle) all your riskiest assumptions asap. 

In our track, the user / customer is centralized. We take your idea outside of the corporate walls & turn it into real-market data asap. 

Are you ready to jump on the validation train? 🚄

AI in marketing is growing up. 
So is AI for Marketers Day. 

In less than 67 hours, we open early bird tickets for AI for Marketers Day 2026.

Last year was a first edition. Strong talks, a great location, a packed room.
But let’s be honest. AI has matured. And so have we.

We learned a lot from the first edition. What worked. What didn’t. What deserved more depth.

That’s why this year we’re going bigger where it matters.
32+ talks instead of 14.
Across 4 stages.
More perspectives. 

We’re still curating a few final stories for this edition, specifically around:
- AI & marketing in heavily regulated industries
- The marketing org chart of the future. Humans, teams, agents
- AI-powered GTM that actually drives pipeline
- Fully autonomous marketing engines. What’s real, what breaks, what’s next
- ...

If you’re building in one of these areas. Or know someone who is a great speaker on one of these topics. My DMs are open.

Early birds go live Friday at 9 in the morning.

Yannick  Khayati

Organizing the biggest AI conference for marketers in Belgium.

Average-skilled marketers are about to get stuck in the dead-zone.

Here’s the cold reality:

If you can only do what everyone else does (but slightly better), AI is coming for your paycheck.

The top 1% are leveraging AI to become  growth generating machines.
The bottom 35% are only using ChatGPT to write generic emails.

The middle? That’s the danger zone.

To survive, you need to extend your skillset vertically. You need to become an AI marketer.

I’ve made a list of 18 ways to escape the dead-zone and build your own AI stack.

Most marketers look at this list and see "too much tech."
Smart marketers see 18 ways to increase their value.

Stop waiting for permission to upgrade your marketing activities.

If you want the shortcut, I’m teaching exactly how to build these workflows.

Next week I’ll be hosting a free webinar, let’s see if I can win over your trust. 

We skip the theory. We build systems.

Sign up via this link: https://lnkd.in/evPnyPni

I tested 100+ AI tools in 2025. 

The marketing playbook has changed. In 2026, I’m using tools to help me build, automate, and scale.

I’m currently going all-in on these 8 tools to run my own business.

The gap between "using AI" and "building an AI-native business" is widening. This stack is how we bridge it. 

PS: hosting a webinar on the 10 most asked questions during my AI trainings. You can join via this link ➡️ https://lnkd.in/evPnyPni

One of my 2026 resolutions:

Share more short, practical marketing thoughts I actually believe in.

Starting with these 12.

PS: I've built a webinar around the 10 FAQs marketers ask me all the time during my AI masterclasses. You can sign up for free via this link: https://lnkd.in/evPnyPni

Stop trying to outsource your creativity to a machine.

It’s lazy. And frankly, it shows.

I see it every day: marketers treating ChatGPT like a magic vending machine. Insert prompt, get strategy, copy-paste, publish. 

The result? 

A tsunami of average. 

Here is the hard truth I tell everyone in my trainings:

AI is an incredible thought partner. It is a terrible taste-maker.

It can give you 50 variations of a headline in 10 seconds. It can summarize a 30-page report in a blink. It can structure your messy thoughts into a cohesive outline.

But it cannot tell you which idea will actually make a human being feel something.

That is your job.

In a world where content is commoditized, "taste" is the only moat you have left. 

Taste is knowing when the AI is hallucinating a "best practice" that is actually a cliche.
Taste is deleting the three paragraphs that sound "professional" but mean nothing.
Taste is injecting the personal story that a model trained on 2021 data simply doesn’t have.

Use AI to do the heavy lifting. Use your brain to do the heavy thinking.

If you treat AI as a replacement for your own intellect, you are racing to the bottom.

If you treat it as a sparring partner to sharpen your own point of view? That is where the leverage lives.

I’ve spent the last year training 1000+ marketers on exactly this nuance. And I noticed the same roadblocks coming up over and over again.

So I decided to compile them.

Next week, I’m hosting a webinar covering the 10 most asked questions from my AI trainings.

You can grab a free spot here => https://lnkd.in/evPnyPni

Questions, struggles, confusions, misconceptions, ... 

Nailing AI in marketing can be pretty hard. 

I've helped 1,000+ marketers to extend their skillset with AI tools / skills. 

In my first 12 months as an AI trainer, the same questions kept coming back. 

1️⃣ Where do I start? 
2️⃣ What's your favorite workflow?
3️⃣ Why are there so many tools, how do you pick the right ones? 
....

I decided to build a webinar around the 10 most asked questions during my masterclasses.

If AI still feels confusing, let me change that in an hour. 

Save your seat => https://lnkd.in/evPnyPni

I just mapped out my 2026 plan and let's be honest ...

The current tool stack is broken... It's too much.

Most marketers are drowning in "AI slop." They are subscribing to 25 different tools to do 3 things. It’s inefficient & expensive.

I’m obsessed with high-margin, calm businesses. To get there, the tech needs to grow up.

Here is my "AI Wishlist for 2026", the 14 specific things I need to see exist to make marketing human-scale again. 

The future of marketing isn't about working harder. It's about building systems that let you be creative while the AI do the repetitive work.

I’m teaching exactly how to leverage these shifts in my AI Masterclass for Marketers.

Tickets for February 12 online & new dates coming soon: https://aiformarketers.eu/ 

P.S. Which tool on this list would save you the most time? Let me know below.

My 2026 AI wishlist as a marketer

AI skills are becoming a baseline expectation in every marketing role.

Generalist does not mean average by default. 

That's what I told 144 marketers during my webinar about the 10 most asked questions during my AI trainings. 

Next week, I'm hosting another free session where we build 3 workflows together. 

Not signed up yet? Here's the link. ➡️ https://lnkd.in/eJuMHyuc

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The Battle

Sydney Funck

Yannick Khayati

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Sydney Funck's LinkedIn Performance

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Performance ScoreSydney Funck's LinkedIn Performance