Clarity is my craft. Brands are my focus.

— Tanya Joustra

I’m Tanya Joustra, founder of Atelier 360, a creative brand atelier where brand strategy, design, digital storytelling and marketing communication come together in one coherent approach.

For more than twenty years, I’ve built and led brands for international organisations, premium lifestyle brands, hospitality, retail and ambitious entrepreneurs. My background spans global agency networks, pan-European leadership roles and entrepreneurship, always at the intersection of creativity and commercial impact.

My work has taken me across 16 European countries, leading teams, shaping brand platforms and creating experiences seen by millions of people every day.

The common thread throughout my career is simple: I help brands find their essence and translate it into identities, stories and experiences that are clear, aesthetic and strategically sound.

Over the years, my work has increasingly lived at the intersection of brand and digital performance. I collaborate closely with digital specialists, media agencies and in-house teams, translating strategy into ecosystems that perform across SEO, social, paid media and platforms. Not chasing trends, but building structures that last.

FOCUS & FIT

My strength lies in translating complex brand challenges into clear, elegant and accessible solutions, connecting strategy with storytelling, aesthetics with performance, and ambition with reality.

I collaborate with organisations that value depth and ambition: premium lifestyle brands, hospitality and leisure, retail, scale-ups, cultural institutions and entrepreneurs who want to strengthen, refine or rethink their brand. I value collaboration that is open, thoughtful and built on mutual trust.

Below, you’ll find an overview of my professional background and key experiences.

  • Selecta Hotel Lobby Concept Unmanned Retail Rotterdam Hilton Doubletree Leuvehaven

    Global Marketing & Communication Director - Selecta

    I led the global One Selecta brand, marketing and communication strategy across 16 European markets for Europe’s leading provider of fully managed self-serve retail solutions.

    I’m responsible for positioning, brand architecture, distinctive assets, digital content, campaigns and retail experiences, connecting brand strategy directly to commercial performance.

    I built pan-European brand platforms for Foodies, We Proudly Serve Starbucks and Pelican Rouge, strengthening consistency, cultural relevance and conversion across markets. I translated complex themes such as sustainability and social impact into clear, human narratives, including initiatives like the Selecta Coffee Fund and Change Please.

    From CRM optimisation and digital lead funnels to brand tracking and retail concepts for partners like Hilton, Radisson and Accor, my focus is always the same: making brand work measurably for the business.

  • Largo Resorts Roompot Landal

    Brand Leadership - LARGO RESORTS, Landal GreenParks

    I helped build Largo Resorts, a high-end resort concept, from start-up to scale-up, shaping its premium positioning, brand foundation and full experience design.

    As brand lead for Roompot (Landal GreenParks), I was responsible for brand strategy, consistency and evolution across a large leisure organisation. Developed the positioning, identity system and campaigns across digital, social, loyalty and guest experience touchpoints, while functionally leading the Marketing team.

    The result: stronger brand preference, clearer differentiation and increased conversion within the premium portfolio.

  • L'Oreal Head Office NL Hoofddorp

    Strategy & Media Leadership - Publicis / ZenithOptimedia

    Over 12 years at Publicis Groupe / ZenithOptimedia, I grew into senior strategy and leadership roles, working with global brands including Louis Vuitton, Dior, Swarovski, L’Oréal, Puma, Disney, Bacardi and Stokke.

    I led integrated media and brand strategies, consumer insight research, effectiveness modelling, and commercial planning, combining creativity with measurable ROI.

    Beyond strategy, I managed pitches, coached teams and partnered closely with creative and client stakeholders to turn brand ambition into scalable, high-performing campaigns.

    This period shaped my foundation in consumer behaviour, storytelling, media strategy and commercial effectiveness.

  • Zeeland Nazomerfestival Theaterproductiehuis Zeelandia 2017

    Founder & Brand Strategist - Atelier 360

    Alongside my corporate leadership roles, I founded JAS! Advies - now evolved into Atelier 360 - an independent brand atelier where strategy, design and marketing communication come together in one coherent system.

    I work at the intersection of positioning, identity and storytelling, helping organisations clarify their direction before moving into execution. From brand architecture and visual systems to campaigns, content and digital experiences, every element is designed and executed to tell the same story.

    My clients range from corporates to cultural institutions, hospitality brands and independent practices, including Forbo Floorsystems, Theaterproductiehuis Zeeland, Stichting Citymarketing Terneuzen, Resort de Vlasschure and AriQi Acupunctuur.

    Regardless of scale or sector, the goal is always the same: creating clarity that holds.

WHY CLIENTS CHOOSE TO WORK WITH ME

  • A rare combination of strategic depth and creative sensibility

  • More than 20 years of international brand leadership experience

  • Clear thinking that translates seamlessly into design, content and digital ecosystems

  • A calm, collaborative way of working, hands-on, honest and committed

WHAT I STand for

  • An open vintage book with cursive handwriting and a leather strap holding it closed.

    AUTHENTICITY

    Back to the essence, what truly matters, stripped of noise.

  • Close-up of a corner of a concrete building wall with a gold-colored metal trim at the corner, casting a shadow on the wall.

    creative refinement

    Aesthetic choices that are deliberate, meaningful and appropriate.

  • Aerial view of a boat floating on clear turquoise ocean water near a sandy beach with foaming waves.

    strategic clarity

    Every decision serves direction, focus and impact.

  • Close-up of a woman's smile showing her white teeth and curly dark hair.

    human connection

    Brands should be felt, not just recognised.

  • The moon in a waxing crescent phase visible against a dark night sky.

    premium in experience

    Quality lives in the details; tone, rhythm, execution.

  • Young girl with curly hair holding a potted plant seedling with soil on her hands, outdoors on a sunny day.

    curiosity & growth

    Strong brands evolve because people believe in them.

MY APPROACH

A strong brand doesn’t emerge from isolated elements, but from direction, coherence and consistency. With my 360° background in strategy, design, marketing communication and leadership, I guide you through a structured yet personal process, from insight to execution.

Let's talk about your brand

Every project follows the same principle: clarity first, execution second, always with long-term impact in mind.

  • Listening, questioning, diving deeper: your story, ambitions and challenges.

  • Clear positioning, audience insight, core brand narrative and creative direction.
    Including data-driven justification where relevant.

  • From identity to tone of voice: a brand with meaning, not just a beautiful one.

  • Website, social content, campaigns, presentations: consistent, powerful and aligned.

  • Optimise, evolve, strengthen, a brand is always in motion.

“I help brands find their essence and translate it into identities, stories and experiences that are clear, aesthetic and strategically sound.”

— Tanya Joustra