Brainscape is a Belgian circular IT company specialising in data removal, refurbishing and responsible IT disposal. I came on board to modernise their brand from the ground up: rebranding, website, print materials and an ongoing online marketing strategy focused on LinkedIn.
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Challenge
(01)
A specialist brand, ready for its next chapter.
Brainscape operates in a specialist niche: circular IT asset disposal for businesses. The expertise is real and the reputation solid, but the brand had simply not kept pace. The logo felt dated, the visual identity lacked consistency, and a new website had been partially set up by a developer but was sitting empty. No content, no imagery, no brand direction. They needed someone who could take that blank canvas and turn it into a coherent, credible story.
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Solution
(02)
A full rebrand, built to last.
Visual identity
I started with the visual identity. The existing logo still had a recognisable core, so rather than starting from scratch, I modernised and refined it. I created versions with and without an emblem to cover different applications. The original orange was kept but completely rethought. Where everything used to be orange, it became a sharp accent colour paired with clean black and white. The result is a brand that feels stronger precisely because it uses colour with more restraint.
Website
With the new identity in place, I moved to the website. The developer had set up the technical framework, but the rest was mine to shape: layout, imagery, graphic elements, and all written content. I wrote every page myself, tailored to Brainscape's tone of voice and optimised for both SEO and GEO. The site was also fully translated into Dutch, English and French to reflect their professional reach.
Beyond the website, I redesigned the full suite of brand materials: business cards, a responsive HTML email signature with clickable links, and headed stationery. All consistent with the new visual identity.
Online Marketing
Once the brand was live, I took on the online marketing. For a B2B company like Brainscape, LinkedIn is the primary channel — and I manage both the company page and the personal LinkedIn of the founder. That distinction matters: personal profiles consistently outperform company pages in reach and engagement on LinkedIn, because people connect with people. A strong founder presence builds trust in a way a brand page simply can't. The results have backed that up.
I also run monthly LinkedIn newsletters, which requires a solid understanding of the IT and circular economy sector — something I've actively built up over this collaboration. On top of that, I write blog articles for the website, sharing knowledge, cases and industry insights. Good for credibility, good for SEO, good for GEO. Prospect and client newsletters round out the mix.
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Conclusion
(03)
A brand that means business.
What I am most proud of with Brainscape is the coherence. Every touchpoint tells the same story: the website, the LinkedIn presence, the email signature, the business card. That consistency is what makes a brand feel credible, especially in a professional B2B environment where trust is everything.
This is also a project where I have had to stretch. Writing about data destruction, IT asset management and circular economy principles meant getting up to speed quickly and staying sharp. I genuinely enjoy that side of it. Learning a sector well enough to communicate it clearly is one of the most interesting parts of this work.
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