I started with design.
I stayed for the bigger questions.
I’m Aneta Jarošová, a brand & business strategist with a background in design and nearly two decades of experience across strategy, branding and communication.
Design taught me to look closely.
Business taught me to look wider.
I began my career in design, studying and working across the Czech Republic, London and Amsterdam.
For years, I worked on identities, communication and experiences. But the longer I worked with businesses, the more interested I became in the decisions happening before design.
Why this offer?
Why this audience?
Why should anyone care?
What makes this business different?
And what actually needs to change?
Gradually, my role shifted from designing the answer to helping define the question.
Today, design is still part of how I think.
But my work starts much earlier: with the business, the context and the decisions that shape everything that follows.
How I think
I don’t see business, brand and communication as separate things.
A positioning decision changes the offer.
The offer changes what marketing needs to say.
Marketing changes how people experience the brand.
And all of it is influenced by the people making the decisions.
That’s why I tend to look at the whole system before deciding what needs fixing.
I call this Living Brand Strategy.
It’s less a methodology than a way of thinking: curious, connected and willing to question the brief before answering it.
Nearly two decades of looking
at businesses from different angles.
18+ years
across design, brand, strategy and communication
London · Amsterdam · Czech Republic
international education and experience
Independent since 2016
building and running my own strategic practice
Across industries
from energy and retail to hospitality, wellness, culture and consumer brands
I ask a lot of questions.
Especially the ones underneath the original brief.
I connect things.
Business decisions, positioning, communication, people and execution rarely exist separately.
I make complexity usable.
Strategy only matters when it helps you decide what to do next.
I care about both thinking and feeling.
Data, context and commercial reality matter. So do intuition, experience and what people actually respond to.
I don’t believe in adding work for the sake of it.
Sometimes the best recommendation is to do less.
Outside the studio
Curiosity doesn’t stop at work.
Travel, meditation, culture and time spent outside familiar environments have shaped how I observe people, question assumptions and work with uncertainty.
They remind me that there is rarely only one way to see a problem.
And that’s probably why I’ve always been more interested in asking better questions than providing quick answers.
