Allchiefs
culture
strategy
Jul 2019
A playground without bosses | Allchiefs
Allchiefs set out to leave behind top‑down drag and build a collective of owners. The brand needed to feel alive—something people could live, not just present.
Picture this: a group of driven professionals with a radical vision. They wanted an organization where hierarchy gives way to pure entrepreneurship and where everyone truly feels like an owner. But how do you put words to a feeling that doesn't have a name yet? The biggest challenge for the founders was translating that rebellious energy into a tangible identity and a culture that doesn't just exist on paper, but is breathed in by everyone. The risk with such free structures is that focus fades; without a beating heart, a "playground without bosses" remains nothing more than an abstract idea.
Our journey together
We joined the founders as co-conspirators to give that vision a voice and a heartbeat. Rather than a rigid, step-by-step rollout, we chose an organic approach: we developed strategy, expression, and internal culture in parallel.
Central to this process was our science-based and playful approach. Through interactive interventions and the 23plusone methodology, we mapped the emotional DNA of the group. We searched for the fundamental drives that connect people. During this playful exploration, the name Allchiefs emerged almost naturally. It was the perfect articulation of their promise: a collective where everyone takes the lead. We translated this brand feeling directly into daily behaviors and rituals, so co-ownership became a lived practice.
"BR-ND People didn't just give us a brand; they helped us find the language and feeling for the culture we always dreamed of building. They were true partners in realizing our vision." — Wanda van Kerkvoorden, co-founder, Allchiefs
The transformation
Today, Allchiefs is living proof of what happens when purpose meets performance. It's a place where people don't simply survive, but truly thrive. By translating their DNA into a powerful brand, culture has become the engine of their growth. The brand isn't just seen or heard; it's felt and lived by every team member. Step by step, we're building a world where work is about human connection and shared success once again.