Katarzyna Jóźwik

Katarzyna Jóźwik’s strengths are her extensive experience — she spent many years running another brand with a similar focus before selling it — and Ostrowiec’s relatively untapped market. Hers is the town’s only modern practice of its kind. As she had no plans to employ other people, we chose a personal brand built around her own name. Such brands can grow quickly and inspire considerable trust, but they also place a burden on the owner. She has to remain present, and her personal reputation is tied to the brand’s successes and any failures. The identity was to feel distinctly her own, suggesting a handwritten signature. That meant moving away from conventional grid-based design towards dynamic, spontaneous calligraphy.