Creatively shaping the mission and vision together with Xinnix
How Xinnix developed a shared vision for the future that is as sleek and innovative as their doors
The construction sector is under pressure, but Xinnix Door Systems proves that innovation and growth remain perfectly possible. With their invisible door systems, they combine aesthetics and functionality to perfection. And now they wanted to do the same with their internal course: sharp, innovative and supported by the entire team.
With a move in sight, we invited Frank and Justine van Xinnix invites us to go back to the core together: who are we, what do we stand for, and how do we make that visible and tangible – within and outside the organization?
From idea to supported foundation: the process
1. It all starts with listening
I don't know if Radio 1 is on in the warehouse at Xinnix. But a lot starts with listening. That's for sure. We started with exploratory conversations and a team kick-off. That way we could shape the trajectory together and immediately create broad support.
2. The voice of the customer
Through 10 interviews and conversations with customers and partners, we discovered what makes Xinnix truly unique. That external perspective provided fresh input for the positioning and course. Crucial, because otherwise you continue to make decisions from your ivory tower.
3. Co-creation
During a creative workshop day, we explored Xinnix's mission, vision and core values with the core team. We alternated analytical thinking with imagination, art and symbolism - so that the vision was not only conceived, but also felt. Together with Sina, from Atelier Kruemel, we combined the pleasant, with the useful. Creativity as an end and as a means.
“As down-to-earth West Flemish people, we were initially a bit skeptical about the methods. But we are very happy with the result.”
Chris Vermeulen
CEO Xinnix
Say it with your hands
4. Vision in images and words
The ideas were shaped into a powerful story and a visual translation. This created a shared language that is recognizable for employees, customers and partners.
Creativity was used as both an end and a means.
We worked towards a Connecting Artwork.
5. Anchoring and rollout
At the team building we shared the mission and vision with the entire team – not as a dry presentation, but as a conversation. This moment was the ideal kick-off for the broader change process: making choices together, communicating in the same language, and truly communicating the course in behavior and actions.
The connecting artwork was given a nice spot in the new office, and made the group think again about the connection. Beautiful, isn't it?
Why Creativity Was Essential
Creative working methods make complex questions accessible. They ensure involvement, create space for emotion and allow employees to share their ideas, doubts and desires in a safe way. By working with words and images, a deep-rooted support that sticks.
- Winnicott's 'transitional space': Working with hands and creativity creates a space in which inner experience and outer reality come together, essential for growth and identity.
- Play as a safe container for the unconscious: Creative exercises and visual work enable participants to safely explore unconscious desires, fears and beliefs, without verbal confrontation.
- Play = regression and innovation at the same time: Play allows for a slight regression, which offers room for flexibility, imagination and new perspectives in change processes.
- Space for symbolic work = space for transformation: Visual expression acts as a bridge between the personal and the collective, allowing for inner reorganization and meaning-making.
- Multimodal processing = better anchoring: Working with different senses (auditory, visual, motor) helps to process information more deeply and remember it better.
- Whole brain thinking: By engaging both the left and right hemispheres of the brain, deeper, more lasting insights into mission and vision emerge and it becomes possible to break free from ingrained patterns.
Xinnix proves: a mission only really comes to life when you create it together.
We are proud to have been part of this journey – and look forward to what is yet to come.
14 July 2026
26 June 2026
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