Meet Uri!

Strategy is more than a roadmap. It is how organizations make choices day to day, collaborate, and create meaning in what they do. As Innovation & Strategic Product Design within BR-ND People, I focus on strengthening that internal foundation: the alignment between strategy, culture, and how work actually gets done.

My work is shaped by my Master’s in Strategic Product Design at TU Delft, where I am graduating with a focus on future-proofing consultancy and branding processes. In my graduation project, I research and design how knowledge-intensive organizations can grow without remaining dependent on a small number of key individuals, and how digital tools and AI can support this in a careful, human-centered way.

My focus within BR-ND People is on analyzing and redesigning internal services and interventions, from client selection and strategic ways of working to evaluation and knowledge transfer. Through service design, co-creation, and systems thinking, I translate abstract strategies into practical tools that teams can actually use.

With an international background that spans the Netherlands and the Technological University of Mexico, I bring a broad, systemic perspective to every challenge.

Interests & focus areas

• Strategic branding research. Applying academic depth to develop branding frameworks that are deeply integrated with internal culture and long-term strategy.
• Trilingual collaboration. Building bridges and connections within diverse global teams in Dutch, English, and Spanish.
• Service design for consultancy and organizations
• Human-AI collaboration in creative and strategic work

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

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