One year after joining forces, Whyte Corporate Affairs, Public Matters, Whyte EU and Whyte Studio unveil their shared identity

Brussels, 9 November 2026 – One year after Whyte Corporate Affairs and Public Matters joined forces and Whyte EU was launched, the group is taking the next step in its development by adopting a shared identity and brand image. Under the banner of ‘Y [why] Company’, the group is reaffirming its shared vision and ambition, its commitment to specialization and relevance, and its determination to strengthen synergies across its different entities.

A ‘powerhouse’ at the heart of Europe

This new positioning comes at a time when Belgium and the Netherlands are strengthening their political and economic ties, while European decision-making is having an increasing impact on organizations and markets.

Whyte EU, Public Matters and Whyte Corporate Affairs share the ambition of building a true ‘powerhouse’ for strategic communication and public affairs at the heart of Europe, spanning the Benelux and Brussels, the capital of the European Union.

Public policy, regulation, sustainability, mobility, energy, healthcare and digital transformation do not stop at national borders. Organizations are increasingly facing challenges that unfold simultaneously at local, national, Benelux and European level.

Y Company has therefore made a deliberate choice to combine independent entrepreneurship with cross-border collaboration. Each brand remains firmly rooted in its own market and closely connected to its stakeholders, media and political environment, while the group brings together expertise and resources across borders.

A group that brings specialist expertise together

Over the past year, the number of clients drawing on the combined expertise of several group brands has risen significantly. Strategic communication and public affairs, local market knowledge and European policy expertise, strategic advice and content creation are increasingly being combined to help organizations navigate complex challenges.

In doing so, the group is responding to a fundamental trend: more than ever, organizations need specialist expertise, but they also need experienced advisers who can connect the dots and keep sight of the bigger picture.

In a world shaped by geopolitical uncertainty, tighter regulation, artificial intelligence, social polarization and an ever-accelerating media landscape, the difference is not made by communicating more, but by providing sharper, more relevant advice that delivers tangible impact for clients.

Whyte Studio: creativity that amplifies the impact of strategic counsel

Y Company aims to integrate strategy and creativity even more closely. The renaming of StudioTokyo as Whyte Studio, the group’s fourth brand, reflects a new ambition: to translate strategic recommendations into compelling creative solutions across a broad range of communication channels and tools. Whyte Studio is therefore expanding its expertise across the full spectrum of content creation, branding, design, video, digital applications and campaigns, always as an extension of strategic communication and public affairs counsel.

To support Whyte Studio’s continued development, a new Head of Content will take the lead from 1 December, with the ambition of combining excellence in art direction with an ‘AI-first’ approach wherever relevant.

The meaning of Y Company and its shared visual identity

The ‘Y’ stands for the most fundamental question: ‘why?’. It reflects the DNA shared by all the group’s brands and the starting point of their strategic approach: why organizations exist, why they matter, and why stakeholders, policymakers, clients and employees place their trust in them.

In an environment where organizations’ reputations and interests are under constant pressure, and where they are increasingly called upon to account for their role in society, lasting impact begins with a clear answer to that question.

Inspired by the Y, the group’s new logo and visual identity provide a visual link between the four entities. This shared identity shows that expertise becomes more powerful when it is brought together around a common ambition, without erasing the distinctive character of the local brands.

‘In a complex and rapidly changing world, all the brands in our group are choosing specialization and collaboration. A critical environment calls for a critical approach. The “why?” question is the common thread running through all our strategic advisory work. That is why every brand within Y Company is now adopting the recognizable “Y” signature,’ says Joris Bulteel, Group Managing Partner. ‘The growing interdependence between Belgium, the Netherlands and Europe is creating new challenges, but also new opportunities for our clients. We firmly believe in a model that combines independent entrepreneurship with cross-border collaboration at the heart of Europe.’

About Y Company

Whyte EU, Public Matters, Whyte Corporate Affairs and Whyte Studio together form Y Company: a ‘powerhouse’ for strategic communication, public affairs and content creation at the heart of Europe. The brands share a common identity, vision and mission for their clients: ‘Securing your license to operate, lead and succeed’.

The four entities operate under their own names, each building on a strong position in its market. Y Company creates a visible link between their expertise and independent entrepreneurship, while fostering cross-border collaboration.

The group brings together 90 consultants across offices in Brussels, Antwerp, The Hague and Amsterdam. Its consolidated revenue amounts to €15 million.