Uri Rooselaar

Strategy is more than a roadmap - it’s the living heartbeat of an organization. As an Innovation & Service design Intern at BR-ND People, I focus on the critical alignment of culture, strategy, and design to ensure organizations are designed to last and created to matter.

My work is informed by my Master’s research at TU Delft, where I am developing a thesis on future-proof strategic branding. I believe that a brand’s resilience comes from within; by rooting brand strategy in authentic organizational culture, we create identities that aren't just seen, but felt. With a background spanning from the Netherlands to the Technical University of Mexico, I bring a multicultural, systems-oriented perspective to every challenge.

Future-Proof by Design

My approach to organizational impact is rooted in:

• Strategic Branding Research – Applying academic rigor to develop branding frameworks that are deeply integrated with internal culture and long-term strategy.

• Systems Thinking – Leveraging my engineering background to navigate complex organizational structures and simplify them into actionable innovation.

• Trilingual Collaboration – Bridging gaps and building connections across diverse global teams in Dutch, English, and Spanish.

From service design to strategic alignment, I help organizations build the internal strength needed to project a powerful external brand.

Ready to build a future-proof brand rooted in your unique culture? Let’s design a strategy that endures.