Brand strategist and creative director for technology companies.
I work at inflection points — new markets, renames, repositionings — when the brand has to catch up with the business.
Marta Hajłasz
Co-founder North Star
Trusted at the inflection point
approach
One without the other falls short — truth without relevance goes unnoticed, relevance without truth doesn't hold.
That's why every strategy starts with diagnosis: how the company actually operates, and where the market, the category, and culture are heading.
Everything the brand later says and does is measured against those two questions.
About
The work, in practice
Scaling brands into the US, South America, Asia, and the Middle East. Renaming companies. Bringing order to portfolios of products, services, and sub-brands. Repositioning around a new core market. Rebuilding identities that had gone generic — and working on the digital products themselves, not just the brands around them.
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