Businesses move faster than their brands. My work is closing that gap: building a brand that carries the long-term vision and pulls the business forward.
Marta Hajłasz
Co-founder North Star
In practice, that has meant 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 — and rebuilding identities that had gone generic. Often, it has meant working on the digital products themselves, not just the brands around them.
The goal is always the same: a brand that behaves as one coherent experience across every digital touchpoint — identity, website, product. I'm uncompromising about how the work gets done. Absolute attention to detail, and a process treated with the same care as the outcome.
Much of this work happens through North Star, the strategy and design studio I co-founded.
Beyond client work, I mentor founders and growth leaders, and I've taught brand strategy at SWPS University and the University of Wrocław.
personal
Given the choice, I'm outside — on a surfboard when the ocean cooperates, on a running trail when it doesn't.
The one thing that never switches off is an eye for excellent design — I always stop for a well-made thing.