TEAM
Michał Zwyrtek
Partner
Combines a financial, advisory and digital perspective in strategic and implementation projects.
Full profileBrand
Brand strategy.
Positioning, visual identity system, narrative and communication architecture. A brand as a business instrument, not decoration.
What we do
Scope of work.
Diagnosis and positioning
Brand audit, competitor analysis, definition of the unique proposition.
Narrative and manifesto
The brand's core story, key messages, tone of voice.
Identity system
Logo, typography, palette, usage rules, brand book.
Brand architecture
Relationships between brands in a portfolio, sub-brand policy.
Implementation
Physical and digital touchpoints, sales materials, the work environment.
Brand measurement
Awareness, perception, NPS, brand attributes — measured over time.
Who we work with
Who we work with.
We work with brands at a turning point — ahead of a major change in product, ownership or sales model.
Companies scaling up
Professionalising the brand ahead of the next growth phase.
Post-merger or acquisition
Brand architecture after organisations combine.
Family businesses
The brand as an element of generational continuity and company values.
Team
Partners responsible for this practice.
TEAMMarcin Frank
PartnerCo-founder of Zwyrtek Group. Specialises in M&A transactions, succession, family foundations and advisory for private and family businesses.
Full profile
Insights
Related analyses and publications.
Brand
Zwyrtek Group partners the Marketing & Digital Experts Summit 2026
Zwyrtek Group was a partner of the Marketing & Digital Experts Summit 2026 in Sopot. Michał Zwyrtek took part in a panel on data, AI, technology and organisational transformation.
5 min read
Brand
From lab to recyclable packaging. Teresa Sermak at InterNanoPoland 2026
Teresa Sermak of Zwyrtek Group spoke at InterNanoPoland 2026 about PPWR, advanced materials and the commercialisation of new technologies.
6 min read
Brand
AI does not change organisations. People do. Lessons from two October events
Michał Zwyrtek shares lessons from the CFO Forum 2026 and QUANTUM meeting on AI, leadership and organisational change.
6 min read
FAQ
Frequently asked questions.
Typically 10–16 weeks from the first workshop to the brand book.
Yes — we work with designers on our own team; on selected projects we bring in external partners.
We set baseline metrics at the start of the project (awareness, attributes, NPS) and measure again after 6 and 12 months.
Are you planning a repositioning or a brand refresh?
Book a 30-minute call with a partner. No obligation, no fee.