Identity is the beginning of everything, in you and in your company.
A strong brand does not arise from strategy, but from self-knowledge. I help entrepreneurs and professionals clarify their identity so that their brand aligns with who they truly are.
Download your positioning guide here Schedule a session with me
What you build on the outside must be right on the inside.
Every organization, every brand, and every person radiates something—consciously or unconsciously. When there is a gap between who you are and what you show, noise arises: customers feel it, you feel it, your team feels it. True growth begins when you align the inside of your brand with the person behind it.
Key message:
- Your personal identity forms the foundation of your professional brand.
- Your values are the compass for direction and decision-making.
- When people and brands align, trust, calm, and attraction emerge.
What you radiate as a person,
determines what your brand broadcasts."
Your brand is not just what you show to the outside world. It is an extension of who you are. And in a world where everything is becoming faster, more digital, and more fleeting, the person behind the brand is more important than ever.
A strong brand requires a strong identity. Not loud marketing, but inner clarity.
Personal growth is not a luxury. It is the engine behind authentic choices, visibility, and direction. What you do not dare to embody, your brand cannot radiate. At Alterego, I build brands that make sense — visually, strategically, and emotionally.
At 110 Life & Business Awareness, we work on the person behind it. The entrepreneur. The creator. The leader.
So that who you are is fully supported by what you do.
Because when you are aligned, your brand becomes irresistible:
- From the inside out.
- From self-awareness to brand awareness.
- From inner clarity to visible impact.
This is where brand and people come together. And you see that. You feel that. And that works.
ABOUT ME
From design to strategy. From creation to awareness.
My name is Yuri Pieplenbosch
Founder of Alterego – High Impact Branding Agency, 110 Life & Business Awareness | Merkarchitect | Brand Consultant | Visualizer | Coach | Trainer
With over 25 years of experience in design, branding, and entrepreneurship, I have helped shape hundreds of brands.
From A-brands like Aegon, Aldi, Natures Pride, and Dilmah to small entrepreneurs with big dreams. My strength lies in understanding and feeling brands. And that starts with the person behind the brand. Your essence. Your choices. Your visibility.
My Indonesian roots taught me the value of beauty, ritual, and inner peace. My journey as an entrepreneur took me through creative leadership, personal growth, and ultimately: the founding of Alterego – High Impact Branding and 110 Life & Business Awareness.
Because building a brand is one thing. But embodying a brand—that is what makes the difference today.
The power behind what I do
I am a go-getter. Someone who doesn't give up — not in sports, not in business, not in life. Whatever I do, I do it wholeheartedly. I believe that growth begins with focus, discipline, and the willingness to step into the discomfort.
I bring that same energy into my work. I help entrepreneurs find direction, maintain composure, and act with strength. I combine strategic insight with human consciousness: head and heart in balance, so that what you build is right — inside and out.
I like to take the lead. Not by pushing harder, but by bringing clarity, breaking patterns, and seeing creative solutions where others stop.
That is my strength: persevering when things get tense, until movement is created. From a place of calm, balance, and creativity, I help you take the next step — in who you are, what you stand for, and how you show it.
Over Alterego
We design and build brands with impact. For companies and entrepreneurs.
For entrepreneurs, individuals, and companies ready to be clear and distinctive — without noise. Within Alterego, we distinguish two departments:
Alterego Art Department
Our specialized division for packaging design and retail branding. Over 10 years of experience developing packaging for clients including Aldi, with an eye for impact, scalability, and brand consistency on the shelf.
Alterego Strategy & Identity
For entrepreneurs, scale-ups, and brands looking to reposition themselves in the AI era. With brand consulting, visualization, and brand architecture.
My approach
3 building blocks for a strong brand today
In a time when AI is changing the landscape, trust is wavering, and attention is scarce, you need more than a good logo or a smooth pitch. You need a brand that is right — inside and out. You build that with:
Calmness. Clarity about who you are and what you stand for. The foundation of your positioning and tone of voice.
Direction A strategic foundation with clear choices, visual consistency, and a story that makes sense.
Resonance A brand that touches — not by shouting louder, but by vibrating purely with your target audience. At Alterego, we bring those three together.
Through Deep Dive session, visual design and brand development with impact.
At 110, we work on your inner strength, decisiveness, and visibility as a leader.
Over 110 Life & Business Awareness
For entrepreneurs & professionals who want to grow from who they truly are
Where Alterego strengthens the brand, 110 strengthens the person behind it.
110 originated from the question:
Who do you need to be to wear the brand you have in mind?
Through tracks, sessions, teachings, and programs, we guide entrepreneurs in both personal and professional growth.
From self-image and leadership to energy and identity.
At 110, we provide guidance on, among other things:
- Branding teams in transformation
- Entrepreneurs who want to set a new course
- Leaders who seek balance between head and heart
- Professionals who want to connect strategy to purpose
First be clear. Then be clever.
Blogs and Inspiration
