Then it stops being a marketing tool, and becomes a culture. We started BR-ND People in 2007 with one stubborn belief. People are the brand. Not because it sounds nice, but because it is true. If people don't recognise themselves in a meaningful story, it won't travel. If it doesn't fit how they feel, decide, and behave, it won't stick.
So we start where change actually begins. In the space between. In the tension. In the longing. In what people haven't yet dared to say out loud. We listen for the emotional truth, and help teams translate it into clear choices, shared language, connection, and everyday behaviour.
Science gives us the map, creativity gives us the move. We make human drives visible, so teams stop talking past each other and start building understanding. From there, strategy becomes something people can carry, not just something they have to "align to".
We work with mission-driven organisations that want to do good, and do it well. Because when people feel ownership, you get outcomes that matter. Not as a promise, but as a practice: thriving organisations for good.
That's the work: brand and culture, inseparable. Built from the inside out. Human by human, brand by brand.
The compass behind the journey
Scroll to explore our story
On 5 July 2005, Kim Cramer defended her doctoral thesis on portfolio branding at the University of Amsterdam. Alexander Koene showed up with a magnum of champagne.
Kim joined Positioneringsgroep, where they began shaping the method that would become 23plusone in the Brand Lab.
The first joint client was ANWB. Ivo Grupping and Elles Koch moved from Globrands to Positioneringsgroep, forming the early team that would carry the BR-ND vision forward.
Kim worked from the Mountain Design office. In 2008 she became a partner at Positioneringsgroep, and the BR-ND brand was born.
The logo was drawn by employees’ children under direction of Kiki Hartmann — a single red line ending in a beating heart.
The financial crisis hit hard and merger plans fell apart, but Kim and Alexander didn’t flinch. Kiki Hartmann made the leap to BR-ND — a decisive moment for the creative heart of the agency.
Kim and Alexander broke away from Positioneringsgroep, took the BR-ND brand and major clients, and moved to Amsterdam.
They made a pact: to build an agency for each other’s children and the future of all children.
BR-ND People grew into a close community. Kim’s children Milo and Kai were born. Many interns and young professionals joined, bringing fresh energy and perspectives that shaped the agency’s culture.
Ayu Koene did a one-day work experience at BR-ND People as an 11-year-old, then wrote “Internship Report: Emotive Branding by Ayu Koene.” A small moment that foreshadowed a bigger chapter to come.
BR-ND People moved to Spaces on Vijzelstraat — a vibrant home in the centre of Amsterdam that would be their base for the next ten years.
BR-ND People joined the B Corp movement in 2017 and officially certified in early 2018 — committing to using business as a force for people, planet, and purpose.
Michael Cortino was an indispensable force across strategy, culture, creativity, lecturing, intern mentoring, and B Corp activities. Seven years of deep commitment that shaped the agency from the inside out.
Ayu Koene joined as a freelance designer and strategist, overhauling BR-ND People’s visual identity. New collaborators including Piri Bodon, Maja Šimundić, and Sam van den Brink brought even more creative breadth.
The pandemic hit hard. With government support, BR-ND People kept the team together and continued serving clients through screens and resilience. New faces joined despite the uncertainty.
BR-ND People recertified as B Corp and moved to the Edge Olympic office near Zuidas — a workspace that reflected the agency’s commitment to sustainability and wellbeing.
The DEI board game “Let’s Play Equal” launched — “the most unfair game in the world.” Over 1,000 copies sold worldwide, including Japan. A buy-one-give-one model made sure impact reached further.
After completing her MSc in Digital Design, Ayu returned to BR-ND People as Innovation Lead. New joiners Viola Hintsala, Luuk van Noord, Jessica Rohrbach, and Laura van Rooijen strengthened the team.
On 23 November 2025, Kim and Alexander passed the torch of 23plusone to The 23plusone Collective. BR-ND People recertified as B Corp with a score of 112.9 points — their highest yet.
BR-ND People launched their refreshed website: “People are the brand.” Fifteen years in, the next chapter is still being written — with new talent, new tools, and the same stubborn belief.
Uri Rooselaar began a graduation project at BR-ND People from TU Delft, and Robert Essenstam joined as a Fellow specialised in brand strategy. The future keeps arriving.