Funda controls 90% of the Dutch housing market through its close ties with the NVM (Dutch Association of Real Estate Brokers). While engineering had embraced agile practices, this market dominance had allowed design to stagnate. Both brand design and UX/product design remained frozen while the market evolved rapidly around them. My mission: unfreeze design, elevate it to a strategic function, and modernize Funda's brand and product experience to match the pace of change in the industry.