Info – Joanna Kalicińska

Contact me for inquiries or to start your new project at jkalicinska@gmail.com

From fashion publications to event venues, from budding start-ups to IT corporations - my mission is to capture the essence of each project and communicate it through the most fitting media. ⇲

ABOUT ME

Since 2015, I've been working in creative industry as a photographer, video editor but mostly as multidisiplinary designer & art director focused on brands & brand communication. My professional journey is closely connected with events sector & IT companies in Europe + US.

↓ The main engine of my practice is a significant interest in brand strategy, visual identities, art, pop culture & how they merge and interact in visual communication.  

↓ Currently, in-house Design Team Leader in US based IT corporation, leading and directing brand redesign project. I'm designing, brand managing & leading creative team of brand designers, web designers & videographers.  

↓ In love with: all kinds of mixed media projects, especially digital collages; event organisation & event design - big venues are places where my heart grows.

EXPERIENCE

↗ Design Team Leader @ Exadel Inc. (2024 - Currently) | IT Corporate

↗ Branding Consultant @ Techie's Space (2021 - 2024) | Events, Technology

↗ Design Team Leader @ Codete Gmbh (2019 - 2024) | Software House

↗ Brand & Product Designer @ Plantwear (2019) | E-commerce

↗ Brand Designer @ CallPage (2018 - 2019) | Product Startup

↗ Content & Graphic Designer @ Farma Projektów Interactive (2018) | Social Media Agency

↗ Film Editor & Motion Designer @ Concept Music Art (2015 - 2017) | Event Production

↗ Freelance Photographer (2013 - 2017)

APPROACH

My approach to every single project follows the same basic framework: ❶ Discovery, ❷ Strategy & Planning, ❸ Design + ❹ Delivery. Of course, each project has its own unique needs, which affect these stages. I take a highly individual approach to selecting the right content and resources based on project scale, tone, industry, and more.

I believe that a solid strategy is essential for long-term projects, but when building a personal brand for a one-person hair salon, I prefer to translate traditional strategic planning into strong branding workshops, giving clients tools they can use independently. It might sound controversial - but let’s implement things where there’s a real need.

Above all, I want to share knowledge and raise awareness about design for my clients. I love working with smaller and medium-sized brands that are eager to learn, work, and think like designers. They usually know what they want but struggle to express it. For me, this is the perfect opportunity to ensure that by the end of the project, they walk away with a clear understanding of what comes next and the knowledge to turn it into tangible results.

SERVICES

↓ Here I've outlined the main categories of my expertise to help you understand how I can support you and your brand — whether it’s through brand workshops, design, or leading creative teams.

If you’d like a deeper explanation of each category or specific service, feel free to reach out, and I’d be happy to provide a detailed presentation. I’m always here to answer your questions and guide you through the process — your understanding & education is my priority.

Brand Strategy & Communication

Discovery • Research & Analysis • Naming • Communication Strategy • Branding Workshops • Brand Audit • Target Audience • Tone of Voice • Copywriting

At this stage, I focus on asking the right questions to uncover key insights and shape powerful ideas — the foundation for the strategic and design phases. It defines not just what to say, but how to say it, where to say it, and how to connect with your audience in a way that shapes perception and reinforces your brand’s presence in the market. I love understanding your journey and what led you here. Our initial discussions will provide a fresh perspective on your project before we explore it visually.

The ideal scenario is that you enjoy sharing your experiences, remain open to new perspectives, and are committed to shaping a stronger future for your brand. By developing a clear strategy and narrative, I can help you create brands that are consistent, authentic, and relevant — allowing them to stand out in a competitive market.

Visual Identity & Branding

Key Visual • Visual Language • Art Direction • Logo Design • Typography & Colors • Printed & Digital Assets • Social Media • Video/Motion & Photography • Brand Manual • Brand Pack

This stage is all about developing a strong visual language and identity — essential elements that shape perception, create recognition, and ensure effective communication with the target audience.
I will create a cohesive identity system, including the logo, typography, color palette, graphic elements, and detailed guidelines for their application in visual communication. Alongside this, together we can develop a comprehensive suite of assets optimized for both digital and print, guaranteeing a seamless and unified brand presence across all touchpoints.

Digital & Print Communication

Social Media Content • Websites: UX/UI (mostly UI XD) • Publications • Print Assets • Packaging • Advertising • Outdoor

From engaging social media content & advertising and intuitive website experiences to striking publications or posters, each element works together to build recognition, reinforce identity, and amplify your brand’s impact. I often take on projects like these, not just within the scope of a branding process but also for existing brands or new creative ideas. So feel free to discuss additional assets or fresh concepts you have in mind, whether for established brands or new ventures.

Managing Creative Teams & Workshops

Creative Teams Ledaership • Project Management • Brand Management • Team Workshops • Maintnence & Monitoring

Directing creative teams is about more than just managing tasks — it’s about inspiring collaboration, fostering innovation, and aligning the team around a shared vision. Whether leading team workshops, managing timelines, or overseeing maintenance and monitoring, I work to keep everything aligned with the brand’s objectives, driving efficiency and ensuring lasting impact. Let’s discuss how I can support your team in reaching its full potential and deliver results that matter.

DREAM PROJECTS

❤ I always wanted to design a deck of cards, tarot, or board game—something with a medieval, witchy vibe.

❤ Hoping for another event or theater-related project — seeing your work on big screens is something I have always cherished the most.

❤ Does any game development studio need an identity or basically ANYTHING so I could be a part of this world? No? Nobody?

❤ Designing a system and signage for a museum or National Park.

To start your new project, just drop me a line at jkalicinska@gmail.com

Behance

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