JES is a youth work organization active in Antwerp, Brussels and Ghent. By means of an internal motivation survey, work sessions and training sessions, we adjusted the positioning and profiling of the organisation. We also reviewed the brand architecture and supervised its rebranding. The new organizational values were introduced and validated with the entire staff team (100 employees) through plenary work sessions and sub-workshops. We recruited new marketing and communication staff for JES, which we also trained internally.