About Bram Vuylsteker — Brand strategist for people who want to build something

A young man takes a selfie at a viewpoint with a large lake and mountains in the background at sunrise. He is wearing a green hat and a blue jacket.

The things we have in common are greater than the things that set us apart

Not as some abstract belief. But as something I’ve carried with me through twelve years of traveling, working, and starting over in new places. In hostels in Buenos Aires where, after just one night, you know someone’s whole life story. In coffee shops in Melbourne where a Japanese person, an Irish person, and a Flemish person sit at the same table and talk about the same things. In conversations with founders who only admit, after an hour, why they really started their companies.

Collective loneliness is one of the major problems of our time. And companies have platforms that can help address it—provided they dare to communicate in a way that truly connects with people, rather than just trying to impress them.

That’s my “why.” Everything I do flows from that.

Where this comes from

2011–2018: Studio Brussel

A young man with a surprised expression holds a black object in both hands, against a background with red stripes and a 'studio brussel' logo.

I started at Studio Brussel. For seven years, I worked in radio during hours when most people were still asleep or had long since gone to bed. Live on air, at festivals, in studios where everything had to happen fast and there were no second chances.

Radio teaches you one thing quickly: if you don’t get to the point in the first sentence, you’ve lost them. I still use that instinct every day. Straight to the point. No beating around the bush.

2014–2023: The World

After that, I set out to explore the world. I spent a year traveling through South America, the U.S., and Australia. During the pandemic, I returned to Ghent, where I worked as a creative producer for DIFT. Then I left again, this time for two years in Australia. I started working at the creative agency FRAME in Adelaide, worked in coffee shops, and took on freelance projects. Melbourne has shown me that there are places where work-life balance is absolutely the top priority.

I want to open a coffee shop someday. Not just for the coffee, but because a good coffee shop is one of the last places where people from completely different worlds sit side by side, with time for a real conversation. I can’t get that idea out of my head. You can also go there alone and just sit among the others. And suddenly, you don’t feel so alone anymore. They’re community spaces where people connect with the place where they live.

Back in Belgium, I became Airbnb’s only Flemish copywriter, working on a two-year retainer. No translation work. It was about figuring out how a company that connects the world sounds when it speaks to someone from Ghent or Hasselt. Which words fit. Which tone works. When Flemish people roll their eyes. That project taught me more about brand voice and connection than anything else.

A person stands next to a large cactus in a desert-like landscape under a clear blue sky.

2022–present: vedetski

Today, I work as a brand strategist for founders and scale-ups. In Dutch and English. Based in Ghent and Barcelona.

Barcelona isn’t just a coincidence. I thrive on the sun, on a city that lives outdoors, on people who don’t ask why you’re there but just sit down next to you. At home in the world.

What I do is, at its core, simple. I sit down with a founder, ask the questions no one else asks, and translate what emerges into language that people can relate to. Not a description of what a company does, but the story that explains why it exists—and why it should matter to the right people.

Those stories were almost always there. They were just buried under years of growth, pitching, and putting out fires.

Man walking on a sandy path towards the beach with the ocean in the background, clear blue sky, close to a parking lot.

My why, how, and what

Why I Do This
Our similarities are greater than what sets us apart.

How I Work
I use authenticity as an antidote to collective loneliness. I spend enough time sitting alongside a founder to uncover the story they’ve never told out loud. I translate that into messaging that connects, not language that just makes an impression. A powerful blend of strategy, psychology, and creativity.

What I do
Brand narratives, messaging frameworks, website copy, tone of voice, podcasts, Flemish voice-overs. In Flemish and English. For founders and scale-ups. On a retainer or project basis. Based in Ghent and Barcelona.

Why Vedetski

The name originated at Studio Brussel. For a video series, I made a joke based on the name of soccer player Artem Fedetskyi. VEDETSKI! stuck with my colleagues, with viewers, and eventually with me.

I’ve been using it as a working name ever since. Not as a marketing gimmick, but as a reminder of something I’ve always believed: the best names, the best phrases, and the best stories all stem from your own truth. They connect back to the moment it all began. It may seem trivial at times, but you can feel that it’s right.

That’s also what I try to do for the companies I work with.

Want to know what your story is all about?

Let's talk →

More Studio Brussel

My highlight was presenting Fok De Blok together with Fien Germijns.

For Studio Brussel, I interviewed artists such as Ed Sheeran, Martin Solveig, Franz Ferdinand, and Sam Smith.

Two people in a radio broadcast, the man in the foreground is speaking into a microphone with the 3FM logo, the woman in the background is listening and wearing a red jacket.
Two women pose cheerfully with a middle finger sign and a book with the text 'FOKDEBLOK'.
Two young people, a woman and a man, smiling in a colorful, confetti-like background with blue, red, and yellow powder. Text on the image: "Super Sunday, with Ulrike and Bram, every Sunday from 1 p.m. to 6 p.m., Studio Brussel."
A group of people pose in front of a colorful wall, some holding postcards that together spell out "LITINKI."
A young woman and a young man standing next to each other, with the young woman wearing a hat with 'FOK DE BLOT' and flags with the same text, in an interior with a photo on the wall.
Two people in costumes, a woman in a pink sports outfit and a man dressed as a green pumpkin, standing in front of a wooden wall.
Two people in a professional radio or podcast studio wearing headphones, laughing and talking into microphones with "studio brusse" on.
A group of friends laughing and posing in a room with art on the wall, holding various objects such as flowers, a laptop, and an open book. They appear to be celebrating a party or gathering.
Two men stand with their arms crossed in front of a red background with white text and green and blue decorations. They smile at the camera, one boy with dark hair and one boy with light hair and blue eyes.
Man with wild hair eats a flame, a mysterious blue glow comes out of his mouth.
Poster featuring a young man with his arms crossed and a tattoo on his left arm that says "rage against the machine." The poster displays the title "The Heaviest List" and a list of three bands: Rage Against The Machine, Volbeat, and Korn, with accompanying a
A sketch of a young man with spiky hair and a neutral expression, giving the middle finger with the words "FOK DE BLOK" written on it. He is wearing a T-shirt and has two stickers, one with "studio brussel" and another with the text "FOK DE BLOK."