Featured project
Concept Lab
Transition: from UX designer to AI architect
INDUSTRY
ICT Consulting & AI Architecture
LOCATION
Brussels, Belgium
DELIVERABLES
Brand Strategy
Web Design
ABOUT CONCEPT LAB
An ICT consulting practice specializing in AI architecture, business analytics, and UX/UI design for high-tech companies. Founded by Jeroen Spriet after 15+ years as a UX/UI designer for major Belgian and European clients, Concept-Lab focuses on helping enterprises implement AI solutions and digital transformation initiatives.
THE CHALLENGE
Jeroen faced a significant career pivot - transitioning from established UX/UI designer (Graphic Lab) to AI architect and business consultant (Concept-Lab). With deep technical skills but struggling to articulate his new positioning, he needed clarity on how to present himself to high-tech companies seeking AI expertise. The challenge: differentiating his new consulting practice while building credibility in an emerging field, all while managing the psychological difficulty of leaving behind his established design identity.
THE STRATEGIC APPROACH
Working through structured discovery sessions, we mapped Jeroen's technical capabilities to market opportunities in AI consulting. The positioning centered on "bridging strategy, technology & human impact" - leveraging his UX background as a differentiator in the technical AI space. Brand foundations emphasized his "to-the-point" technical communication and results-driven approach. The website architecture translated complex technical services into clear business value for IT managers and data leaders at enterprise companies.
RESULTS
The strategic clarity enabled Jeroen to confidently pitch to consultancy agencies and enterprise clients. The professional web presence established credibility in his new field, supporting his transition from designer to AI consultant. Most importantly, the positioning work gave him the confidence to finally complete his website after years of procrastination - turning strategic clarity into market-ready presence.
"Collaborating with Olivier was a turning point for me. The strategic exercises we did before jumping into the web design were eye-opening — they gave me clarity about my future direction and how I wanted to position myself. This process made all the difference, because it laid the foundation for a website that reflects where I’m heading. It’s something I had been putting off for far too long, and Olivier helped making it finally happen."
Jeroen Spriet, Founder Concept-Lab
Clarity. Confidence. Growth.
