Municipality of Tilburg

A new story, breathed to life together

In a world of rising complexity, how does a city organization stay close to its people and its purpose? Tilburg felt the moment to look inward. The task was bigger than defining what they stand for. It was to shape a story every employee could call their own, from the front desk to policy teams.

Built by everyone, for everyone

A story for everyone must be made with everyone. We began by listening. Colleagues from every corner shared pride, energy, and ambition. Through science‑based and playful co‑creation using our 23plusone emotive methodology, diverse voices found common ground. Human by human, a story emerged from within: open, recognizable, shared.

From words to a living compass

The result is a powerful narrative opened by the line, “Here, I breathe freely.” It captures what the municipality stands for: a place to feel welcome and to work together on what comes next. More than words, it is a living compass. In a practical toolkit and a moving film, the story guides daily behaviors and gives teams a shared foothold in their work. As people grow, the story grows with them, keeping the organization connected to the city it serves. This is where purpose meets performance.

Ready to shape a story everyone owns?

Let’s connect and build your next better, together. Reach out to Kim Cramer or Alexander Koene to start the conversation.