100+ brands, 30+ countries

Impact-Oriented Brand Strategy

  • Direct Group

    Direct Group set out to unite its growing portfolio of companies under a single brand architecture, we helped lay the strategic foundations. Worked with the leadership team on brand architecture, positioning and the connected identity that now defines the group.

  • GE Lighting

    As GE Lighting team developed and refreshed its product offering, we helped scan the competitive landscape and create appealing brand stories for the new products. And, increase brand sales in the process.

  • SingleCase

    Repositioning a legal tech leader for the AI era. We helped the team refine their positioning to reflect innovation in their legal software platform, developing a brand narrative centered on intelligent simplicity and client impact, advised on product brand architecture to align SingleCase and its new AI tool, SingleDraft, and created all web content.

  • Shapermint

    We worked with the Chief Brand Officer of Shapermint on several assignments, first helping to define and write a compelling new brand story and then to bring it to life through communications.

  • CBRE360

    We carried out a broad market and competitive landscape analysis to help the Chief Product Officer develop a new concept for the coworking space and define its value proposition.

  • THINX

    With our help, THINX launched and named a new teen-oriented product and also defined and relaunched its corporate social responsibility program.

  • ESTEE LAUDER

    Through qualitative research, we helped Estee Lauder redefine the lexicon used across all company brands to better engage “ageless” women.

  • BeneMeat

    Building a pioneering pet-food brand rooted in ethics and innovation.
    We redefined the brand story and visual identity, positioning the company as a leader in cultivated meat technology. The work included a full web redesign, conceptualization and launch of a new dog-treat trial, and the development of cohesive sales materials.

  • Elmet Light

    Helping a 35 year old Czech industrial company find and tell its story. As Elmet prepared to celebrate its anniversary, we worked with the founding team to articulate the company's heritage, values and vision in a brand narrative that honors the past while pointing clearly forward.

  • Resoneti

    We partnered with the founder to define Resoneti’s value proposition and translate it into a clear brand narrative. We then brought the story to life through a new website structure and content.

  • Anthony's

    As men's fashion shifted from formal business to casual workwear, Anthony's needed to rethink not just what they sold but who they were. The internal team had reached an impasse. We came in, re-evaluated the landscape, helped find their brand point of view and worked through how it could come to life across key touchpoints. Sometimes a fast, focused intervention is exactly what a team needs to move forward with clarity and confidence.

In the Press

Jana is regularly consulted as a brand strategy expert by leading Czech and international business media.

Hospodářské Noviny February 2026

Asked to comment on one of the most significant Czech rebrands in recent years, the transformation of Sazka to Allwyn, Jana was quoted in the Czech Republic's leading business daily on what happens when a brand's heritage becomes both its greatest asset and its biggest strategic challenge.

"Síla značky může být i její past. Lidé ji mají spojenou s minulostí a firma potřebuje jít jinam."

“The strength of a brand can also be its trap. People associate it with the past and the company needs to move forward.”

[Read the article] (subscriber access)

CzechCrunch December 2025

CzechCrunch covered BeneMeat's pioneering European trial of cultivated meat dog treats, in which 90% of participating dogs responded positively. Jana was quoted as the voice behind the programme, explaining both its strategic purpose and broader mission.

"Cílem programu bylo ověřit zájem spotřebitelů a také světu ukázat, že to není sci-fi ani nebezpečná hmota z laboratoří, ale etická a bezpečná potravina, které není potřeba se bát."

“The goal was to verify consumer interest and show the world that this is not science fiction or dangerous laboratory material, but a safe and ethical food that people need not fear.”

Read the article (subscriber access)

What Clients Say

“A truly valuable collaboration, for which I am very grateful and can highly recommend!”

“I would like to thank Jana for an excellent marketing consultation for our nonprofit startup, Mingly. She helped us not only with strategy and defining key focus areas but also provided practical recommendations, including details such as tips on specific channels and even hashtags. Thanks to her, we gained a clear direction and plenty of inspiration that we are immediately putting to use.”

- Mgr. Kristýna Mertlová, MBA, Founder of Mingly.cz


“Jana is at the top of my list when I think about complex brand and messaging projects, and I welcome the chance to work with her again.” 

“I have had the pleasure of working with Jana Zednickova on several brand strategy and brand identity projects. Her deep understanding of brand development and building effective communication strategies can create a valuable brand position to grow awareness, build loyalty, and establish long term identity strategies that position a brand for growth.

Jana has a unique and valuable skill in interacting with clients and their leaders. She excels at building and maintaining strong relationships, effectively communicating complex ideas, and earning the trust of key stakeholders.

Jana easily collaborated across various agencies to integrate diverse perspectives and expertise to achieve cohesive and impactful results.”

– Rochelle Hartigan, GE Lighting