Studio Boiler, Astrid Vanderborght’s Antwerp-based branding agency, is expanding its team with the addition of Katleen Peeters, who will join as a communications strategist and manager. Katleen has been helping to shape the brand stories of Studio Boiler and the agency’s clients behind the scenes for some time now. This collaboration is now becoming a permanent arrangement, with a role that encompasses both communications and aspects of day-to-day operations.
20 years of in-house communications expertise
Katleen has nearly 20 years of experience in the communications sector, working on the agency side. She spent just under 15 years at Outsource Communications, where she focused on external, internal, and crisis communications, eventually rising to the position of managing director. She then spent several years as managing director at the translation agency Blue Lines. Recently, she has been working on communication and content strategy projects for Studio Boiler. That involvement is now becoming a permanent role within the team.
“I know few people who understand a good story as well as they do a well-run organization. Katleen combines both. She has proven that she can run an agency while simultaneously strengthening clients’ communication foundations. That is exactly what Studio Boiler needs at this stage of our growth story. To me, this step doesn’t feel like just another hire. I see it as an investment in where we want to grow together,” says Astrid Vanderborght, CEO of Studio Boiler.
Language as a strategic tool
For Studio Boiler, this expansion represents a further deepening of the BrandCare methodology, in which brand strategy, visual identity, and communication are approached as a single, cohesive process. Astrid and Katleen will jointly lead the strategic projects for clients. After the initial phase, Astrid will have final responsibility for the visual aspects, while Katleen will oversee communication and content. Together, they will lead the team and be jointly responsible for the agency’s strategic growth.
“I come from a role where language was primarily viewed as a product. As challenging as my position was, I felt it lacked depth and substance. When that chapter came to an end, my path crossed with Astrid’s. After our first projects together, we quickly realized that we share the ambition to help companies grow through their branding and communication, with the same passion for creativity and authenticity in our field, and with a shared vision of business growth. I look with admiration at what Astrid has built with Studio Boiler, and I’m very happy to now officially be part of that story,” adds Katleen Peeters.
The human element as a competitive advantage
The decision to more firmly embed communication expertise within the team is no coincidence at this moment. As knowledge and execution become increasingly commonplace thanks to AI, it is precisely the human element of meaning and connection that sets a brand apart. With this expansion, Studio Boiler aims to help clients define that element more clearly and consistently apply it across every channel.
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