Allchiefs

From hierarchy to a human-centered collective

Picture the quiet drag of a top‑down company where ideas slow to a crawl and ownership sits far away. That’s the world Allchiefs’ founders wanted to leave behind. They imagined something braver: not a hierarchy, but a collective of owners. They asked us to help build more than a company. They wanted a living brand where people are the brand.

A brand with soul, built in motion

We joined as co‑conspirators and shaped a name, a voice, and a heartbeat. No rigid line. No step one, two, three. We developed strategy, expression, and culture in parallel so each could strengthen the others. Through science‑based and playful workshops, we moved from abstract to actionable. With our 23plusone emotive method, we mapped the brand’s emotional DNA and set the feelings that would guide a “playground without bosses.”

The name Allchiefs surfaced naturally from that shared exploration. From there, we crafted the full brand expression and translated it into daily behaviors so co‑ownership wasn’t just a promise, but a 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 bringing our vision to life.”

— Wanda van Kerkvoorden, co‑founder, Allchiefs

Where purpose fuels performance

Today, Allchiefs is proof that when people own the work, the work comes alive. Seasoned experts act like owners because they are. The name, the rituals, the everyday interactions—each reinforces a simple promise of shared success. The brand isn’t just seen or heard. It’s felt and lived, human by human, team by team, brand by brand.

Ready to build what people can feel?

Does your brand reflect the spirit of your people? Let’s explore what becomes possible when we start building next better, together.