A new story, breathed to life together | Tilburg

A city organization is at its best when it feels close. For the Municipality of Tilburg, that closeness is everything. Close to the people it serves. Close to the purpose that gives every decision meaning. Tilburg sensed the world around it getting louder and more complex, and chose to look inward. The challenge was not to write a slogan, but to shape a story every colleague could recognize as their own—from the front desk to the policy teams.

The challenge: reconnecting with the core purpose

In an increasingly complex world, it is easy for a large municipal organization to lose touch with the human scale. The City of Tilburg felt that their internal culture and external ambitions were no longer moving in the same rhythm. This wasn't just about redefining a strategy; it was about finding a narrative that every colleague—from the front desk to the policy department—could recognize and feel supported by. When people no longer feel connected to the core of their work, the city loses its heartbeat.

Our journey together: playfulness with a scientific foundation

Together with the teams at the City of Tilburg, we dove into the organization’s undercurrent. After all, you create a brand story for everyone, with everyone. We applied our 23plusone emotive methodology to surface the deeper drivers of the employees. This scientific basis helped us look beyond policy jargon and discover what truly motivates people to work for Tilburg.

Through interactive sessions and playful co-creation, we found common ground. We listened to stories of pride, energy, and raw Tilburg ambition. "The collaboration with BR-ND People didn't feel like a traditional consultancy project, but like a collective journey of discovery where we finally found the right words for what we had been feeling all along," said one of the team members we worked with.

The transformation: a compass for the future

The result of this process is much more than text on paper; it has become a living compass. The story opens with the powerful phrase: "Here I breathe freely." It captures the essence of a place where everyone is welcome and where we build the future together.

By translating these values into a practical toolkit and an inspiring film, the story is now tangible in daily practice. Teams now make choices with more confidence and a shared sense of direction. The organization grows alongside its residents, in a culture where people do not just survive, but thrive. It proves that when purpose meets performance, a city truly begins to breathe.

Would you like to discover how we can help your team return to their core purpose? Let’s build next better, together.