Culture &Impact Handbook
Welcome!
Hello,wearehappytosharewithyouwhoweareandwhatwe’re allabout.Whatwebelievein,whatwedoandhowweroll.
WhenwestartedtheBR-NDPeoplejourney,backin2010,wehad strongideasabouthowwewantedtobuildourcompany.Manyof thoseideasstillholdstrong.Somehavebeenovertakenbytime. What’smostimportant,isthatwe’vebeenfortunatetomeet wonderfulpeoplethroughouttheyears,whohavelefttheirmark andmadeourcompanybloom.
Weareapurpose-drivencompany.Wehelporganizations improvethehumanexperienceonearth.Ourimpactgrowswhen weinspireotherstodothesame.Thatallstartswithourdaily behaviour.That’swhywe’vewrittendownwhatarevaluesand principlesare.Whywedowhatwedoandhowwedoit.Sothat weallcanshapethefuturewewant.
Thisisalivingdocument.Becauseotherwonderfulpeoplewill comebywithfreshideasthatdeservetobewrittendown.Please feelinvitedtocontribute.You’rewelcome.
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Content Purpose,vision&mission 7 Recipeforsuccess 11 Commitments 13 Theoryofchange 14 Futurestrategies&goals 17 Services 20 23plusone 24 Stakeholders 26 Heartbeats 29 Visual&verbalworld 48 Codeofethics 60 Importanttous 64 Boilerplate 66 5
Creatingvaluable organizations. Humanbyhuman. Brandbybrand.
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Improvingthehumanexperience onearth.
Ourpurpose
Nowisapivotalmomenttospeedupbusinessasaforcefor good.Itistimetounitepeopleandorganizationstobuildabetter tomorrow.Weareheretoaccelerateaninclusive,equitableand cleanworld.Wehelporganizationsimprovethehuman experienceonearth.
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Weseebusinessasaforce forgood.
Ourvision
Weenvisionaneconomywherepeopleandtheplanetthrivein sync.Aneconomicsystemthatisregenerativebynature.Where organizationscollaboratetocreatevalueforallpeople.Thatiswhy wefightforsocialdiversity,equityandinclusion.Fortheflowing exchangeofideasandopinions.
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Westrengthenstrategywith behavioralsciencesand creativearts.
Ourmission
It’sourbusinesstostrengthenstrategicchoiceswithpositive cultureandappealingbrandexpression.
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Speedupto improve. Fast.
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Ourrecipeforsuccess
Thinkemotive.Makemeaningimpactful. Humansareasocialandemotionalspecies,that’swhywe promotepurpose-drivenculturesthatletteamsthrive.Wethink emotivetounleashmeaningthattouchespeople’sheartsand minds.Becauseifitfeelsgood,itsticks.That’showwealign organizations’internalmagicwithexternalpromises.
Actcollaborative.Everybodycounts. Weworkwithambitiousteamstomaketheirpurposeareality. Changetakescourageanditcan’tbedonealone.What’sneeded isahappy,readyandablecollectiveofindividuals,contributing fromtheirinnerdrive.Toptobottom,bottomtotop.Takingaction togetherandbeingproudofit.Stepbystep.Zigandzag.Weignite people’scuriosityandacceleratetheirdesiretobepartofthe transformation.
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Beseductive.Designtoexcite.
Withadaringmind,weletgoofobsoleteconventionswhile designingnewsolutions.Throughdesign-thinking,wedevelopand useplayfulscience-basedmethodsthatdrivepositiveenergy.Our barishigh.Whateverwemakeanddo,wewanttoexceed expectationsandcreatememorableexperiences.Weshareour expertiseworldwidetomakemoreimpacttogether.We’llnever stopinnovating,forus,it’sjusttooexciting.
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Let’sPlayEqual FoundingpartnerBCoalition Amsterdam Foundingpartner researchdomain ‘Merk&Maatschappij’ 5 graduates traineepositionsp.a. UniversityofAmsterdam UniversityofAppliedSciencesUtrecht InhollandUniversityofAppliedSciences FontysUniversityofAppliedSciences BeeckestijnBusinessSchool NederlandsInstituutvoorMarketing SRM Eurib Iris new FINANCIAL FORUM Activator Jurymember PositiveFinance Award 13 Ourcommitments
Ourtheoryofchange
Input
Ourapproachto impact-driven strategy,positive culture&attractive brandingstartswith empathyand profound understandingofthe humandrivesof people.23plusoneis ourtooltodiscover andgraspemotive dynamics.
Activities
Weengagepeoplein co-creationtocreate humanconnectionas wellascollective output.Wedoour magicbytranslating insightsandoutputs intomeaningful strategy,positive behaviors andattractive expression.
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Output
Webuildpositive impact-driven culturesandcreate meaningfulbrands thattouchthehearts andmindsofall stakeholders.
Impact
Ouraimisthat organisations,their teamsandindividuals notonlybenefitfroma positivecultureandan attractivebrand,but alsocontributetothe happinessofpeople andthehealthofour planet.
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Futurestrategies&goals
Inthenextfewyearsourfocuswillbeonradicalinterdependence. Theworldfaceschallengesnoentitycansolveonitsown.Weneed toworktogethertowardsaregenerativeeconomytoensurethat thenextgenerationsofhumanscanhappilyliveonahealthy planet.
Concretely,thismeanspro-activelytakingpartinbothoccasional andlong-termcollaborations,suchas:
PropositiondevelopmentwithotherBCorpWayConsultants
InitiatingtheBCoalitionAmsterdam(creatingaJEDIgame)
BuildinganewcompanywithBCorpconsultancies’ shareholders(seriousgamingofferings) ○ Findinginternationalpartnerstoworkonassignmentsof multinationalcorporations
Togrowourimpact,wealsoneedtogrowourteam.Butnotoo much,aswewouldreallyhatetobecomemanagers.Beenthere, donethat.Welikeitmuchbetterwhenpeopleautonomously followtheirsharedinnerdrive.
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Weprepareyour businessforthe economyofthe 21stcentury.
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Ourservicesinbirdseyeview
Wechallengeclientstoincreasetheirpositiveimpactbyaligning strategy,cultureandbrandexpression.Weengageallpeople involvedwiththebrand,whileweworkatthecrossingof corporatestrategy,brandmarketingandhumanresources.And, aswithallthreesomes:thestrongerthefusion,thebetterthe aftermath.
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Thingswedo
Webringavarietyofservicesandtoolsforeveryjob.Withthe scientific23plusonemethodatthecoreofourapproach,we alwaysprioritisepeople'semotionaldrives.Afterall,webelieve thatthepeoplearethebrand.Usingthesetoolswe,as human-centreddesigners,provideintegratedstrategy,culture andexpressionservices.
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23plusone
Althoughpeoplethinktheyarerationalcreatures,weknowthatit startswithhowyoumakethemfeel.
In2006,westartedresearchingthelinkbetweenwhatmakes happyandwhatmakesattractive.Wediscovered24universal humandrives,categorizedin5emotionaldomains,thatcanbe triggeredbyexternalstimuliandpeople’sownbehaviour. Understandinghowtocreateancocktailofdriveshelpsto stimulatehappinessinindividuals,teamsandorganizational culture.Andthathaseverythingtodowithbrandappeal.
Don’tyoujustloveazestycocktail?
In2012,weinitiatedthe23plusone LicensedFriendsnetwork.
23plusoneisoursciencebasedmethodtoalignpeopleand brandswiththingsimportantinlife.
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Stakeholders
Webuildfriendlyandlong-lastingrelationswiththepeoplewe workwith.Beitclients,teammembers,alumni,23plusonefriends, otherconsultancies,suppliersortheBCorpcommunity.Wethink it’simportanttobeopenandhavefuntogether,asitpositively affectsthequalityofourworkandlife.
Everyoneiswelcomeinourofficeandnetwork,andalthoughwe lovetoworkwithlike-mindedpeople,weknowthatdifferentways oflookingattheworldisvaluablefortheimprovementofequality, creativity,businessandsocietyatlarge.
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Wecareaboutwhomweworkwithandhowourworkcanhavea positivesocialandenvironmentalimpact.
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Heartbeats
1. Wepursuepurposebeyondbranding
2. Welovenewstuff
3. Ourknowledgeisforall
4. Wecelebrateinitiative 5. Sportkeepsusfit 6. Wearefreetodoitourway 7. Welovegoodfood 8. Weflirtwiththeedge 9. Wethinkemotive
Wepursue purposebeyond branding
Webelievethatbrandscancontributetothehappinessandhealth ofpeople.Andthathappypeoplecontributetoapositiveculture andattractivebrands.
That’swhywecreatebrandsfororganisationsthatareprepared tosolvetheworld’sproblems.That’swhyweareaB-Corpand embracetheSustainableGoalsoftheUnitedNations.That’swhy wearepro-equalityinourteam,whywemakeconscious purchasingdecisionsandstimulatecontinuouseducation.It’salso whywedon’thavebosses,butgivepeopletheautonomyto decide.
Welove newstuff
Webelievewecanonlycontinuedevelopingourservicesifweare preparedtochallengewhatwedoandexperimentwithnewways. Wearedesignthinkersandseeourworkasaplaygroundfor creativityandinnovation.Becausewearecuriouscreatures.
That’swhyweorganiseaninnovationweekintheSummerseason andhaveweeklywi-fifreeafternoons.
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Ourknowledge isforall
Alonewecanonlymakealimitedimpactontheworld.
That’swhywepromotesharingourscience-basedknowledge, methods,andtoolswithprofessionalsworldwide.That’salsowhy everybodyiswelcomeforcoffee.Becauseintheend,givingisall wehave.That’swhyweorganisequarterlyschoolsinemotive brandingandrunaworldwidetrainingandlicensingbusinessfor 23plusone.
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Wecelebrate initiative
Everythingthathappensistheresultofourownactions. Sometimeswesucceed,sometimeswefail.Sometimesitisnot clearwhatitmightleadto.Butwhateverwedo,ittakescourageto takeaction.
That’swhywelistandcelebrateonFridayafternoonsallgood thingsfromlastweek.WevolunteerfortasksduringMonday’s weekstart.Wedonotaskforpermissionbutaskforforgiveness. Bettersorrythansafe!
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Sportkeeps usfit
Ourfoundersaresportypeople.Kimusedtobea semi-professionaldancingqueen.Alexanderisaskiinginstructor, enduranceathleteandsportscoach.Withoutadailydoseof physicalactivity,wedon’tfeelsharp.
That’swhyweencouragepeopletotrain.Weorganizeaweekly bootcampandrunforcharitytogether.That’salsowhywegofor a15minwalkafterlunch.Wealsohaveregularsportschallenges, likeour50push-upchallenge.Andweneversitbehindascreen forlongerthantwohours.
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Wearefreeto doitourway
Webelieveautonomyandhappinessarerelated.Wearenot willingtodoworkthatwedon’treallylike.Ourpersonaland workinglifeisintertwinedandweseeco-workersasourfriends.We onlyhaveonelife,sowebettermaketherightchoicesonhowto liveit. That’swhywedon’thavefixedholidaysorstandardworkinghours. That’salsowhywearepickyinthepeopleandorganisationswe aspiretoworkfor.That’salsowhywedon’tacceptloansfrom banksorexternalinvestors.Becauseweonlyhaveonehappylife tolivein.
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Welove goodfood
Webelievethateatingtogethercreatessocialbonds.Thetypical Dutchsandwichwithmilkisnotourideaofahospitablelunch. Kim’srootsareinIndonesiaandAlexanderlivedmanyyearsin France,IndonesiaandItaly,sohegotusedtowarmlunches.We loveourfoodtotastegoodandbegoodforthehealthofpeople andtheplanet.
That’swhywelovenasigorengforlunch(orevenbreakfast).And fortunately,therearemanywonderfulplacestoeatoutin Amsterdam.That’salsowhyweofteninviteourteamandclients atourprivatehomesfordinner.Hospitalityisoursecondnature.
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Weflirtwith theedge
Welikegoingfurther,exceedingimagination,makingtheleapinto theunknown.Wedaretoflirtwiththeedgeandchallenge bourgeoisandbusinessconventions.
That’swhywedoourbestmakingeveryinterventiona memorableone.That’salsowhywemakepeoplestandupand move.Andwhywetrytoavoidordinaryofficepracticeandseek inspirationalplacestodoourwork.
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Wethink emotive
Webelieveincollaborationandinclusiveness.Weembracethe conceptofcollaboration.Weknowthatintheendallthatmatters ishowyoumakepeoplefeel.Therestispost-rationalisation.
That’swhywemixtalents,ages,racesandsexesinourteams.And wedon’tjudgeorvaluepeopleonwhichsocialtribetheycome from.It’salsowhywetendtohugpeopleiftheyarekind.Andit’s whyweareproudandhappyofpayingourtaxes.
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Ourvisual&verbal world
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Ifyou’vegotit,flauntit!
Ourbrightandboldvisualidentityreflectswhoweareandmakes usstandout.Ourtongue-in-cheektoneofvoicedefycorporate lingo.Ourbarishighwhenitcomestothewaywepresent ourselvesandtheonethingwedon’twanttobeisordinary.
Lookingforthebestwaytobeautifyyourslides,whitepapersand otherbrandedmaterials?Don’tsettleformediocrity.Needhelp?
Justask!OrcheckitoutdirectlyonFrontify.
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Let’sbecolourful
Chocolate-coveredstrawberriesareaValentine’sDayclassic. Inspiredbyseduction,ourprimarycolourselicitthemostsensual offeelings.Theparticularshadesofclassybrownandbold magentacreatebothatrustworthyfeelingandarecognisable contrastinallourvisualmediums.
Justasyouwouldavoidanyicecreamkioskwithonlytwo flavours,weuseoursecondarycolourstoextendourappeal.Our arrayofharmoniouspigmentsismeanttoevokehappiness.They simultaneouslyremaineasyontheeyesotheycanbe implementedasabackdrop.Allthesecolourstogethershowour passionate,butmellow,personality.
Ahandfulofneutralcoloursareintegratedintoourpalette.These colourscanbecombinedwiththeprimaryandsecondary colours.
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BR-NDCappuccino #9F847D R159G132 B125 C32M42Y40K20 BR-NDPistache #3AB4A0 R58G180 B160 C70M0Y45K0 BR-NDMango #EABC26 R234G188 B38 C10M25Y90K0 51 BR-NDMint #5DA1BB R93G161 B187 C65M23Y21K0 BR-NDLavender #B2819A R178G129B154 C35M55Y25K0 Secondary BR-NDVanilla #E8C49A R232G196 B154 C10M25Y43K0 BR-NDWhiteChocolate #FDEAD2 R253G234 B210 C0M10Y20K0 BR-NDNougat #CFAF9C R207G175 B156 C22M33Y38K0 Neutrals BR-NDStrawberry #DC006B R220G0B107 C6M100Y23K0 BR-NDDarkChocolate #672D21 R1034533 C37M81Y78K53 Primary
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Headlines,bigparagraphs&bodycopy PoppinsRegular PoppinsMedium PoppinsSemiBold PoppinsBold thequickbrownfoxjumpsoverthelazydog THEQUICKBROWNFOXJUMPSOVERTHELAZYDOG 1234567890 Fonts 53
Longcopy PT Serif Regular PT Serif Bold PT Serif Italic the quick brown fox jumps over the lazy dog THE QUICK
FOX JUMPS OVER THE LAZY DOG 1234567890 54 Specialuse Shadow Into Light the quick brown fox jumps over the lazy dog THE QUICK BROWN FOX JUMPS OVER THE
DOG 1234567890
BROWN
LAZY
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Icons
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Largeuse Negativecolour Smalluse Negativecolour
Smalluse Positivecolour
Largeuse Positivecolour
Ourcodeofethics
Ifwealllivebyourvalues,wedon’tneedrules.Still,wehavea codeofethics,explaininghowwegoaboutwithdata,suppliers, mobilityandwhistleblowers.
WecommittothestandardsofBCorp,supporttheUNGlobalCompactandthe17SDG’sand pledgetogiveback1%ofourresources.Furthermore,weinspireothersbyspreadingthe gospelandfacilitateclientstomakechoicesabouttheircontribution.Wemakesureour suppliers,clientsandpartnersareawareofourCodeofEthics,andweactivelyaskfortheirs.
Wecomplywithlaw®ulations
Privacy:werespecttheprivacyofourstakeholdersandtake goodcareoftheirdata ○
Taxes:wecelebratepayingtaxesasitisourbasicandsimple waytocontributetosociety. ○
Aswebuildfriendlyrelationswithourclientsandsuppliers,we areextracarefulnottoacceptnorofferanyformofbribery
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Equality&diversity
Webelieveeveryhumanbeingisequalanduniqueatthe sametime
Wedonotdiscriminate
Wepromotediversity
Everyoneiswelcomeinourofficeandnetwork,andalthough welovetoworkwithlike-mindedpeople,weknowthat differentwaysoflookingattheworldisvaluableforthe improvementofequality,creativity,businessandsocietyat large
Webuyconsciously
Wealwaysinvestigatewhooursuppliersareandwhatthey standfor,whereproductsandservicescomefrom,howthey aresourced,andwhatvaluesunderliethem
Wetrackthediversityofownershipamongsuppliersandgive preferencestosupplierswithownershipfrom underrepresentedpopulations
Wepreferablybuysustainablelocalproductsandservices
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Mobility
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Ifpossible,wewalkorbikefromAtoBandback.Andwelove efficientpublictransportation.Wetrytominimizemobility poweredbycombustionengines,butsometimeswesimply haveto. Wearehonest&transparent ○
Wedonotlie ○
Weareopenaboutourwayofworking,tariffs,pricinget cetera ○
Weuseeasylanguagethateveryoneunderstands, especiallywhenitcomestocontracts,agreementsand otherstartingpointsofcollaboration ○
Welookatourstakeholdersasfriendsandcommunicate openly,evenifthemessageisnegativeoruncomfortable ○
Theonethingwekeepsecretisstrategicinformationofour clients(ifasked,we’rewillingtosignanNDA) ○
Wecarefullyanddecentlydealwithanycomplaintsour stakeholdersmighthaveandarecommittedtosolveany problemconcerningrelations,communications,andquality ofourdelivery
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Weshowupevery daytodowork thatmattersfor thefuture
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we want.
Importanttous!
Transformation
Changeisneeded. Wecreatebrandsfor organizationsthat promoteabeautiful, liveableandjust world.WeareaB Corpandhave committedourselves totheUNSDGs.
Peopleare thebrand
Thatiswhywestart byunderstanding theirfeelingsand motivations.We createattractive brandsby meaningfully connectingpeople.
DesignThinking
Ourstartingpointis empathy.We activatepeople throughopen communicationina co-creativeprocess. Weprovidethe internalworldwith insightsfromthe externalmarket.
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Playingwith science
Ourtools,methods, (market)research andinterventionsare playfuland challengingand basedonthelatest knowledgefromthe behavioralsciences.
Youarewhat youdo
Theonlywaytoget somethingdoneisto start.Wequicklyget towork,becausethat stimulatesthe positiveenergy.
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Boilerplate
BR-NDPeopleisanagencyforimpacttransformation.We accelerategrowingorganisations*thatwantimpactandimpact organisationsthatwantgrowth.Weworkwithambitiousteamsto capture,clarifyandembodytheirpurpose,strategyandvalues, bothinternallyandexternally.BR-NDPeopleisaBCorp.
*Start-ups,scale-upsandestablishedbusinessesincirculareconomics,energytransition,healthcare,nature conservation,equality&diversity,arts&culture,animalrights,sustainablefoods,responsibletravel,information technology,quantumcomputing,andnewecosystemsthataddvaluetopeople'slives.
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Yes!
Bynowyouknoweverythingthereistoknow aboutBR-NDPeople. Whatwedo,whywedoitandhowwedoit. Ormaybe…Theremightbesecretsyou’llonly discoverwhileengagingwithus. So,let’smakethisjourneytogether. Bringyourownflavourandmixitwitheverything that’salreadythere. Wemightjustinventanewrecipeforsuccess together!