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The story of a yellow car, who we are, and where we want to go

Animated gif with cars passing by and then the occasional yellow car


As children, we played Yellow Car on long journeys. Sitting in the back seat, we would look out for a yellow car and excitedly declare ourselves the winner if we spotted one. And once you started, it was remarkable how many yellow cars there actually were.


In a world full of schools that all look roughly the same, we help schools stand out and be seen as truly different. We support school leaders and their teams to intentionally design the experience of their school.

And the next time you see a yellow car, we know you’ll think of us.


Dr David Willows is Co-founder and Strategic Director at [YELLOW CAR], the world's leading experience strategy training and consultancy firm for schools. Between 2005 and 2022, he was Director of Advancement at the International School of Brussels, Belgium. During this time, he grew to be widely regarded as one of the most innovative practitioners in the field, helping to shape and define the future of Advancement (admissions, marketing & communications, fundraising & alumni relations) in schools. He was recently listed as one of the world’s Top 10 Global Educational Influencers. An author and regular keynote speaker & trainer at international events around the world, David is passionate about helping schools advance in ways that are relevant for today’s educational landscape.

Suzette Parlevliet is Co-founder and Experience Director at [YELLOW CAR], the world's leading experience strategy training and consultancy firm for schools. With a background in hospitality management, she worked at the International School of Brussels for nearly a decade, where she oversaw the school’s brand development, communication strategy, web design, content production and, ultimately, the schools' family experience. Today, Suzette brings expert insight and supports school leaders design and implement experience strategy in ways that demonstrate impact across the organisation.

Portrait of David Willows and Suzette Parlevliet
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To be the leading Experience Design training and consultancy firm for schools.


We listen first in order to provide high-quality insights, training, tools, and solutions that are practical, agile, and relevant to your school.

Every school is different.


We believe that we are always better, together. We create spaces where you can connect, share ideas, and learn from one another.

Great ideas are never had in isolation. 


We place experience design at the centre of what we do. We help you create an Experience Strategy that leaves a lasting impression.

People remember experiences, not activities.


We know that change takes courage. We bring experience, creativity, and advice that gives you the confidence to reach your ambitious goals.

Disruption can lead you into the future.


Our values shape who we are, how we work, and what we believe will help schools stand out.

We work hard to ensure that we live these values as best we can. We also believe that championing diversity in everything we do will lead to a better, more inclusive, and fairer experience for school communities.


We started this journey on 22.02.22, and are excited to have reached our second [YC] birthday!

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