Hi, I’m Jan De Coster.
I’m a strategist and communication lead working at the intersection of technology, research, and storytelling.
I help organisations make complex ideas understandable — so people can act on them.
Over the past 20+ years, I’ve worked across communication, strategy, and creative technology.
My work focuses on situations where things are not obvious yet:
- new technologies
- complex systems
- sensitive or hard-to-reach topics
- ideas that are still evolving
In those contexts, communication is not just about explaining.
It’s about creating clarity, alignment, and direction.
I use storytelling as a strategic tool —
to translate complexity into something people can understand, remember, and act on.
What makes my work different
I don’t just develop messages.
I build ways for people to experience and understand complex ideas.
That can take many forms:
- interactive installations
- robots and prototypes
- visual systems and tools
- narratives that align teams and audiences
This combination of strategy and making allows me to bridge the gap between:
- technical depth
- human understanding
Background
I have a background in communication and have worked on a wide range of projects —
from industrial innovation and AI to public engagement and social impact.
Some of my work includes:
- translating advanced robotics into human interaction (Audi, Vitra)
- shaping communication and alignment in innovation environments (Flanders Make)
- developing early approaches to online prevention and social media (Preventie 2.0)
- creating interactive experiences that make complex systems tangible
How I like to work
I work both:
- as a freelance partner on specific projects
- and in-house as part of a team
I’m most effective in environments where:
- things are complex or uncertain
- different perspectives need to come together
- clarity is needed to move forward