ABOUT
My work sits between branding, cultural-driven creative strategy and AI-native creative systems, with a focus on emerging brands. I work best at 0 - to - 1: defining perception before a company fully exists, when positioning, aesthetics and strategic decisions shape how the market will value the brand later. I move between research and instinct depending on the problem - using cultural signals, behavioral patterns, visual intelligence and market context to build systems that feel both emotionally resonant and commercially sharp.
I focus on increasing perceived value, strengthening positioning, and enabling brands to operate at a higher pricing tier. I care less about decoration and more about perception: why certain brands feel trusted, desired, expensive, or culturally relevant before a customer ever interacts with the product itself. My work spans positioning, brand architecture, creative direction, AI-assisted world building and launch strategy - always with the goal of making brands feel more valuable, distinctive and inevitable.
I focus on increasing perceived value, strengthening positioning, and enabling brands to operate at a higher pricing tier. I care less about decoration and more about perception: why certain brands feel trusted, desired, expensive, or culturally relevant before a customer ever interacts with the product itself. My work spans positioning, brand architecture, creative direction, AI-assisted world building and launch strategy - always with the goal of making brands feel more valuable, distinctive and inevitable.
EXPERIENCE
Most of my career I built independently - somewhere between art direction, business strategy and systems thinking. I’ve worked across fashion, beauty, wellness, hospitality, media, culture and tech, building brands from zero, directing campaigns, designing products and shaping how companies communicate value. From leading multidisciplinary teams to building SaaS product and e-commerce platforms, I learned that creative work only matters when it changes perception, behavior or business outcomes.
My work today exists somewhere between creative direction, art, branding, and future-facing systems. I’m interested in mythology, symbolism, internet culture, human behavior, technology and the way aesthetics shape perception. Sometimes I disappear into research for weeks because I need to understand why something feels culturally inevitable before it exists.
I’ve always existed somewhere between art, systems and the internet. As a kid, I spent hours deep on drawing and in online worlds - forums, Tumblr aesthetics, early internet culture, games, image editing and niche communities. I was obsessed with visuals long before I understood design as a profession. At one point, I was convinced I would become an architect. I got accepted into both Architecture and Media Arts, but on the very last day chose Media Arts instead - mostly because I had become completely obsessed with the emotional power of image.
I later completed both my Bachelor’s and Master’s degrees in Media Arts at the Academy of Fine Arts in Warsaw, where I developed across photography, film, visual communication, scenography, painting, multimedia installation and experimental digital practices. Those years shaped the way I think: less like a traditional designer and more like someone constructing narratives, atmospheres, and systems of meaning.
AFTER HOURS
Outside of work, I collect books, films, conversations, strange references, forgotten websites, half-written ideas. I romanticize cities a little too much. I like long conversations more than networking, atmosphere more than trends and creating worlds more than chasing attention.
I’m interested in building things that stay with people.
I’m interested in building things that stay with people.