☖ 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

Seven years ago, we were three people in Brussels with a conviction about what branding could be.

Today, La Libre covered our story. And we’re announcing a new Nemesis hub in Lausanne.

Switzerland wasn’t really a planned expansion. It happened quite naturally.
Over the years, more and more of our work started coming from there. At some point, it simply made sense to be present locally.

That’s how most of our moves have happened so far.
Brussels first. Then Dubai. Now Lausanne.

Not because we had a big international plan.
Simply because the work and the clients kept taking us there.

The ambition remains the same: keep pushing what branding can do for companies.
Not just logos, but work that touches how a company operates, hires, communicates and grows.

We’re still very early in the journey.

And yes… it’s still a bit strange to see your own face in the newspaper.

#branding #lausanne #switzerland

Helping brands find clarity as CEO of Nemesis

Throwback to our case for Student.

Always good to look back at this great collaboration
and especially at Florence Loumaye, CEO & co-founder of Student.

Building Student is already impressive in itself.
Creating a platform that helps students discover the professional world and find their path?
That’s real impact.

This year, she’ll also be part of Entrepreneurs inspirants.

I’m excited for more entrepreneurs to discover Florence
her care, her humility, and above all, her vision.

Some leaders build companies.
Others shape futures.

Florence does both.

All brands have logos.
Not all logos have brands.

A logo is a symbol.
A brand is meaning.

A logo identifies.
A brand differentiates.

A logo can look good.
A brand makes you choose.

If there’s no positioning,
no clarity,
no point of view

It’s just a nice graphic.

Design is visible.
Branding is structural.

And structure always wins.

🚨 Alert. Stop the bullshit.

Building a brand, without buzzwords, is just this:

Closing the gaps between what is
→ written
→ said
→ lived

That’s it.

No frameworks.
No shiny decks.
No empty promises.

If what you write doesn’t match what you say.
If what you say doesn’t match how people actually live the company.

You don’t have a brand.
You have noise.

So let’s repeat it, because it matters:

Building a brand, without any buzzword, is just:

Closing the gaps between what is
→ written
→ said
→ lived

Everything else is decoration.

Eid Mubarak to everyone celebrating today. 🌙

In the middle of deadlines, growth plans, and busy schedules, moments like Eid remind us of something simple: success also means family, generosity, and community.

Wishing you a joyful celebration and beautiful moments with the people who matter most.

Eid Mubarak ✨

“You can’t connect the dots looking forward.
You can only connect them looking backward.”
Steve Jobs

Building a vision takes decades.
Not quarters.

In the moment, it feels slow.
Messy.
Uncertain.

But dots connect with time.

Think long term.
Build daily.
Trust the process.

S/O to Entrepreneurs inspirants — Geoffroy Josquin, Malek Farhat and the whole team 🙌

We wanted to build a remote culture.

Because we want you to work from where you feel at home.
Where you belong.

If our vision of the world is to build it in a meaningful way,
then this belief must be lived, not just stated.

Culture can’t be a slide in a deck.
It has to show up in how we work, every single day.

With simple common sense, the conclusion was obvious:
a remote culture wasn’t a perk.

It was a logical choice.

Nemesis in 10 years?

The reference for how brands should be built.

I don’t care about building a company of 1,000+ people.
Size was never the goal.

What I care about is impact.
And meaning.

The bet is simple :
Make Nemesis the reference in our industry over the next 10 years.

And then open our model to everyone who wants to build a more meaningful world.

Because influence matters more than headcount.
And legacy matters more than scale.

“The shorter it was to read, the longer it took to write.”

So I’ll keep this very short.

…

Actually, I won’t.

Because this sentence?
It took drafts.
It took deletions.
It took the painful act of removing clever words, extra lines, “smart” thoughts.

It took time to make it simple.
Time to make it clear.
Time to make it effortless for you.

We often confuse short with easy.
But short is expensive.

Behind every sharp line, there’s a long process.
Behind every clean slide, there are messy versions.
Behind every “obvious” idea, there are hours of doubt.

The paradox?

The better it reads,
the less you see the work.

Anyway.

That’s it.

(See? Not that short after all.)

AI is changing marketing.
But clarity will always win.

Proud to be main partner of AI for Marketers Day 2026.

300 marketing leaders.
32+ speakers.
4 stages & workshop rooms.

A full day dedicated to one question:
How do we turn AI from hype into real strategic leverage?

At Nemesis, we believe technology is powerful
but only when aligned with vision, positioning, and people.

Looking forward to connecting with ambitious marketers ready to build smarter, sharper, more aligned brands.

See you on May 28.

S/O to Yannick Khayati & the amazing team of AI for Marketers day.

CEOs sometimes live in a bubble.

At a certain level, nobody dares to tell you the truth anymore.
You end up surrounded by people-pleasers, not truth-tellers.

And that’s dangerous.

Very often, this is exactly what CEOs love about Nemesis.
Our ability to jump into a company and be brutally honest.

No politics.
No comfort talk.
No ego massaging.

Just clarity, even when it’s uncomfortable.

Because growth doesn’t come from being protected.
It comes from being challenged.

I’m CEO.

Which used to feel like a destination.

But it’s a direction.

Because in a growing company, being CEO isn’t about having arrived.

It’s about constantly becoming.

And that’s the beautiful part.

Every time the company grows,
it stretches me.

Bigger team? I learn to trust more.
Bigger decisions? I learn to think longer term.
More complexity? I learn to simplify.

Yes, sometimes it feels like I’m running after my own company.

But what a privilege.

To be forced to upgrade.
To outgrow old habits.
To become more structured, more patient, more strategic.

The company is scaling.

And I get to scale with it.

Being CEO isn’t a title you reach.

It’s a person you’re continuously becoming.

At Nemesis, we build inspiring ideas
and remarkable brands.

Not for awards.
Not for trends.

But for clarity.
Impact.
Results.

Ideas that move people.
Brands that stand out, and stand strong.

That’s the work.
That’s the standard.

What a brand is and isn’t.

A brand is not a visual identity.
(Not.)

It’s not your logo.
Not your colors.
Not your fancy new website.

That’s the outfit.

A brand is a system of meaning.
(Yes.)

It’s what you stand for.
How you position.
What you make people feel.
What your team aligns around.
What the market remembers.

Visual identity is one square.
Brand is the whole grid.

If it only looks good, it’s design.
If it drives clarity, decisions, and ambition → it’s branding.

The only way to avoid burnout?

Shape your life on purpose.

Burnout isn’t always 80-hour weeks.
Sometimes it’s:

– Too many “yes” you regret
– A calendar you didn’t design
– Goals that aren’t really yours

It’s not about working less.
It’s about working aligned.

If you don’t choose your pace and boundaries,
someone else will.

Ambition is powerful.
But only if it fits your life.

Avoid burnout

Do it every day.

Don’t chase perfection.
Chase speed of execution.

Perfection isn’t the goal.
It’s the by-product of doing the work
again and again.

Motion creates mastery.

If you want to sell your business,
rebrand first.

Not to look prettier.
To look clearer.

At Freedhome, the fundamentals were strong.
But the brand didn’t reflect the level of the company.

We clarified the positioning.
Simplified the story.
Elevated the perception.

Same business.
Different signal.

When a company feels structured and mature,
it feels safer.
And safety creates value.

Sometimes, rebranding isn’t about growth.
It’s about readiness.

Throwback to Anomaly Case.

Anomaly isn’t “just” a video studio.

It’s a content engine.
Built to create at scale.
Built for people and brands with a vision to share.

Entrepreneurs will change this world.

Not in a dramatic movie scene way.
More in a “someone in a hoodie quietly fixing a broken thing at 1:17am” way.

Most big changes don’t start big.
They start with irritation.

“This is inefficient.”
“Why does this suck?”
“There has to be a better way.”

And instead of tweeting about it,
someone opens a laptop.

Fast forward a few years and suddenly:

— An industry looks different.
— A habit has changed.
— A new normal exists.

Not because of a master plan to “change the world”.

But because someone couldn’t tolerate a problem.

That’s usually how it happens.

Small fix.
Then scale.
Then impact.

Entrepreneurs don’t wake up thinking
“I will reshape society today.”

They just start building.

And somehow, that’s enough.

You can’t be
and have been.

What got you here
won’t get you there.

Past wins feel safe.
But they can also slow you down.

Staying relevant
means choosing to evolve
before you’re forced to.

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? 🚄

Full house for another AI Agent for Marketers Masterclass. 🚀

We're teaching AI Agents for different marketing purposes in 3 different (levels of) tools: 

1️⃣ EASY: Content repurposing agent via Relevance AI
2️⃣ MEDIUM: Building a marketing assistant that does research etc through n8n
3️⃣ HARD: A lead generation agent with Claude Code

But more importantly, we provide a reusable and repeatable framework to build an agent for (almost) all of your use cases. 

Step-by-step explanation & demo's. 

DM me if you want more info about upcoming dates.

Yannick  Khayati

Organizing the biggest AI conference for marketers in Belgium.

"Who do you follow in AI x Marketing to stay ahead of the curve?"

This is the number one question people ask me after every masterclass.

It makes sense. LinkedIn is currently filled with clickbait and AI bros. Finding signal in the noise is almost a full-time job.

I did that job for you.

The image below contains the specific voices, newsletters, and builders I actually trust. They only share valuable & actionable tips regarding AI x marketing. 

Save the image and start curating your feed. 

If you are ready to move from "following" to "implementing," I can help.

We go deep on this in the AI Agent Masterclass.

DM me if you want more info, the next one is on March 11.

RIP static lead magnets 🪦

Last week, we hosted another video shoot to create promo material for our upcoming webinars (5 of them 🤯).

Here is a sneak peek of one of the videos where we hosted a funeral for the lead magnet. Someone told me that advertising videos need to be a little cringe, right? 

Anyway, we're hosting a session where we teach you to build interactive lead magnets with AI, without any technical knowledge required. 

You can already sign up via the link here => https://lnkd.in/eNkhFm9P 

More webinars (and cringe videos) are coming your way really soon.

Webinar - Creating interactive lead magnets with Lovable, Google AI studio & Claude.

Free, live & you actually build something.

That's the pitch for our next 3 webinars on AI for marketers.

When was the last time you left a webinar with something actually built?

We run it differently. You follow along, you create live, you walk away with a working tool or asset in your hands.

3 free sessions coming up on AI for marketers. Spots are limited (why is hosting webinars so expensive btw? 😂)

March 24 - Building your own marketing tools with AI  - https://lnkd.in/eK39cxuG 

April 7 - 5 must have AI skills to stay relevant as a marketer - https://lnkd.in/eWjB87-X

April 28 - Creating interactive lead magnets using AI - https://lnkd.in/eNkhFm9P

Hey you! You know who you are. 

Comment 'guilty' to receive this starter pack.

This is not a roast. This is a mirror.

AI for Marketers Day 2026 is officially less than 3 months away.

We sold nearly half the tickets in two weeks after announcing the event. 

I am grateful for the support. 🙏🫶

But this pace signals something specific about the market. Marketers are not buying tickets because they enjoy conferences (or maybe a little 🥳). They are buying because they are overwhelmed. 

AI is moving fast. The noise is driving us crazy. 

You do not need more tools. You need a filter. 

On May 28 in Mechelen, we are providing that filter. 32 speakers. 4 stages. 

You build your own agenda based on the questions & challenges you have. 

Here are some of the interesting topics we are covering:

Maxime Verstrepen will explain what happens to the IP of the assets you create with AI. 
Nick Van Walleghem will teach you how to build your own marketing assistants with Clawbot. 
Jean Bonnenfant is showing us what growth marketing is like in the age of AI. 
Vince Buyssens is showing us how they build their own marketing tools at Loop, using AI. 
...

The Early Bird rate is €299, but prices might increase soon.

Lock in your 200 euro discount via https://lnkd.in/eGqHgYwa

AI is impacting marketing, period. 

Michael Humblet called me with a proposition.

He wanted to co-host a session on the future of B2B content.
I didn't hesitate: "Yes!"

Here is why this matters right now:

The barrier to create (B2B) content is almost zero.
That means the volume of noise is endless.

If you are just using AI to write posts, you are already behind.

We need to talk about adaptation.
We need to talk about what happens when custom tool costs collapse and everyone creates their own toolstack.

We are going live on March 13.

Come hang out with us and fix your B2B content strategy.

Link in the comments.

Agents don't replace marketers. They replace the work marketers hate doing.

Most marketers are still doing manually what agents can do on autopilot.

Heavy lifting 🏋️

Not because they don't believe in AI. Because they don't know where to start.

Here are the 6 agents I'd build first if I were starting from scratch today:

1️⃣ Research Agent - tracks competitors, handles social listening, ...
2️⃣ Reporting Agent - turns data into decks & live reports with AI insights automatically.
3️⃣ Content Agent - keeps your articles ranking without touching them, also great for updating outdated blogs automatically. 
4️⃣ Social Media Agent - schedules, repurposes, ...
5️⃣ Lead Scoring Agent - personalizes follow-ups at 1:1 scale (I love this for my webinars).
6️⃣ Campaign Ideation Agent - connects performance data to new ideas.

The stack isn't the hard part. Knowing what problem to point each agent at is.

That's exactly what we cover in our next AI Agent Masterclass for Marketers.

If you want to leave with a working agent setup (not just slides and theory), the next dates are May 21 & June 10, DM for more info. 🎯

BINGO! 

How many can you check off?

Most companies aren't slow on AI because of technology.

They're slow because of politics, fear, and processes designed to delay decisions.

The AI taskforce that never ships anything. 
The legal review that takes 6 months. 
Your colleagues all using any LLM (expect Copilot) with their private email.
You adding confidential company data in your private GPT. 
... 

Sounds familiar?

Tag someone who got BINGO 👇

My friends staged an intervention. I turned it into a webinar.

AI was supposed to give us more free time. Instead I'm building till midnight daily. 

Testing tools nobody asked for, and explaining prompts at the dinner table.

The trap is real. More power, more possibilities, more stuff you feel like you have to build.

The good news? If you want to learn how to actually build your own marketing tools with AI - without losing your mind in the process - join me and Nick Van Walleghem live tomorrow.

🎙 Building your own marketing tools with AI 
📅 Tuesday March 24 | 12:00-13:00 CET 
https://lnkd.in/eK39cxuG

Massive thanks to Yeni, Ken & Peter for the class acting. 🫶

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The Battle

Sydney Funck

Yannick Khayati

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Performance ScoreSydney Funck's LinkedIn Performance

Performance ScoreYannick Khayati's LinkedIn Performance

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taplio

The Battle

Sydney Funck

Yannick Khayati

Followers

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

Performance ScoreYannick Khayati's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSydney Funck's LinkedIn Performance