Permens - Built by people, for people

How do you bring two organizations, each with its own rich history and a deeply felt mission to help the most vulnerable people, together into one new family? This was the sensitive and important challenge following the merger of Volksbond and Streetcornerwork. It took time, patience, and genuine care to connect the different cultures and build a shared belief in the future. We had the privilege of guiding this process of seeking and finding connection.

You don't build a new home for its residents; you build it with them. That’s why participation was central to our approach. We invited everyone to help build: the employees and the participants (clients). Through team sessions, newspapers, and video reports, we made the process visible and tangible for everyone. Trained ambassadors from within the organization helped guide the conversations, human by human. Every voice was important, especially those of the most vulnerable. In this way, the new brand story, name, and design were not invented, but collectively discovered in a process of deep listening.

The result is perMens. A new brand, launched in 2020, that reflects the shared soul of the new organization. We watched as colleagues embraced the transformation, moving from resistance to advocacy. The brand is more than a name. It is the living proof of a successful cultural fusion. A promise of support and humanity that is now capturing a place in the hearts and streets of Amsterdam.

The birth of perMens is a heartwarming story that shows how a deeply human and inclusive process can lay the foundation for a strong, shared future. It’s where purpose meets performance. Do you also believe that the key to a successful transformation lies in connecting people? We invite you to join us in our mission to create thriving cultures, turning businesses into a force for good.