Systems
This is the outside-in ‘what happens in 10 years’ space; asking big questions and building foundations for companies, organisations and institutions.
Independent design & strategy practice
Building living systems,
asking all the questions.
Reframe Progress is the practice of Lennard Hulsbos. Founder and CEO of Jörð.tech, ex-VP with Cleverbridge and managing partner with Manyone.
Worked with
Field of play
Having spent 20 years in and around ‘innovation’ across 3 continents, the work has historically been in 3 domains.
Strategy
Shaping the next 2–3 years; there’s an established baseline, how will you move towards your goals in context of your current state, market dynamics and current assets?
Design
Could be a week, a month, ongoing; you have a clearly defined understanding of your field, strategy on how you’ll win, now you need the template to operate from. Be it a product, service or organisational structure; this is translating a plan to a path.
Work together
Whether you’re developing a new product, service or brand (or revamping an old one), rethinking supply (value) chains, need an organisational redesign or just want a c-level sparring partner.
-
Projects
A defined piece of work with a defined end. Research and strategy sprints, repositioning, product direction, a design system, a workshop series. From a fortnight to a year.
-
Fractional leadership
Interim leadership, or a c-level sparring partner. Previously CPO, VP of Marketing & Design, Head of Consultancy, Managing Partner and CEO.
-
Board & advisory
A seat at the table, advisory or non-executive, for companies going through real change. I started my first company in 2007 (Cradle of Design) and have since founded a studio, rebuilt a consultancy practice and led a company as interim CEO with founders, investors and regulators in the room. Currently running my own software company.
Lennard is a design strategist who seeks to link the business, human, technological and planetary realities into actionable and sustainable business strategy. Lewis Atkins, Design Director, Manyone
Career bio
Twenty years across EU, APAC and the US: tech, SaaS, FMCG, automotive, telco, supply chain and sustainability.
-
Founder and CEO
AI-first system of material intelligence that treats materials as accountable assets, so traceability, compliance and verification come out of how partners already operate instead of being reconstructed for the audit. Supporting responsible businesses across the material value chain to operate efficiently, reducing risk, improving supply chain predictability and operational profitability.
-
Fractional CPO, then interim CEO
Took over during a difficult stretch, with former founders, unhappy investors and regulators all in the room. Tasked with understanding what happened, reducing debt and assessing future feasibility and required investment, while still delivering software and winning awards and new business. Placed the company in administration in July 2025.
-
Strategy Consultant, then VP Marketing & Design
Repositioned the company from B2C to B2B SaaS, rebuilt the brand into an atomic design system, and rebuilt the digital marketing infrastructure. The reposition helped land two major accounts in nine months, representing +$100 million in gross revenue. Average search position improved 60%, first-page listings went from zero to seven in three months, and sales-accepted inbound leads rose 150%.
-
Managing Partner, founder
Founded the Dutch studio to spearhead sustainability by design. Built the net-zero 2030 strategy for Unilever’s Swedish Glace, twenty years ahead of Unilever’s own corporate target, alongside brand, packaging and sustainable packaging design and strategy, plus Toolkit Earth, a design toolkit for global supply chains.
-
Head of Consultancy
Brought in to rebuild the consultancy practice. Increased profit margin by 50% while posting the highest gross revenue in company history. Grew the Uber account 42% (the practice’s first account over a million) and shipped a dynamic psychographic communications framework across 53 markets.
What people say
What really makes Len stand out is the fact that he can make you see. See the new perspective, expand the possibilities and truly reinvent a business, and that’s exactly what digital transformations need today.
Lennard brought unparalleled creativity and strategic thinking to his role at Cleverbridge. As a key player in defining our positioning and strategy, his contributions have been instrumental in our success. Lennard’s visionary perspective shaped our new flagship product, marrying innovation with practicality in a way few can.
In a nutshell, for me, Lennard is a hard worker, extremely straightforward, smart, and transparent. He has all the skills that a good CEO needs.
About
I’m Lennard Hulsbos. Twenty years delivering innovation, design and sustainability strategy, plus the execution, organisational design and change management that has to follow it. Previously practice lead on blockchain and AI, and part of the youth delegation working with the Dutch government on the national climate action plan.
I work from a planet-centred and user-oriented product and service design perspective, from a forest in Sweden. Had the good fortune to work across a wide spread of industries and organisations, playing with AI since 2015.
Founder, Strategy Director, Head of Consultancy, Managing Partner, VP of Marketing & Design, CEO. Lived and worked on three continents.
Incurably curious.
Speaking & teaching
- UNDP Building Resilience in the Real Economy
- WEF Davos Supernodes Social Change and Digital Futures
- Socio-Economic Council (SER, NL) Education in the Energy Transition
- Digital Futures @ Microsoft Circular Economy and Social Resilience
- Hyper Island Lecturer on circular economy and digital innovation
- Tongji University Design as a Competitive Advantage
- Disruptive Innovation Festival C.UBI: a transitional model
- Creative Mornings The Value of Weird in Design and Business
Also: Codam Academy with Mozilla & EFF, FC Bayern Munich Hackday, Menorca Millennials, Techfest, Benelux Chamber of Commerce Shanghai.
Start a conversation
Feel free to reach out. Tell me a bit about what you’re working on and I’ll get back to you within a couple of days.