Identity and tone of voice for a leadership brand about to sell courses, with the rules written down. Then templates and a site he runs himself.
the client
Ponad Linią is a Polish leadership-development brand built by Błażej Kosmowski, seventeen years in IT and an ex-CTO. His audience is managers and C-levels, technical, sceptical of personal development. He had one black business card, nowhere professional to send anyone, and a previous designer who hadn't solved it.
[ 01 ]
The product is a mental state, above the line or below it, with no screens and almost no photos to show. The brand had to make an abstract framework visible in seconds, for people who scan. And it had to sound like him, one person with a high internal bar, without sounding like the coaching industry.
[ 02 ]
The line became the design system. It crosses the logo, it crosses the hero headline and the type straightens as it passes, a scroll scene sinks a team below a red line and brings it back, and one continuous line runs across both rollup banners when they stand side by side. Copy was mined from how he actually speaks. Every CTA on the site says "Let's talk", because a brand about staying above the line can't run on fake urgency. He owns the repo, commits himself, and has added new pages since we left.
Koncepcja
Dwa stany. Oba potrzebne.
Jeden Cię kosztuje więcej.
Zobacz, jak różni się działanie z zagrożenia od działania z zaufania.
evidence
A leadership brand that sounds like him, built before the courses.
more work
Four years with a care platform, from one small task to a product partnership. Now partnered with Bancroft, one of the largest US behavioral health providers.
A conference brand for IDENTT, whose clients include MetLife and PKO BP. Identity, materials and the templates to produce them.
A software company with clients to chase and no way to be checked. Now they send a link instead of explaining themselves on every call.
