About

What I do isn't decoration; it's decision-making. My work is about finding the intent, and that one bold idea that makes it unmistakably itself at any scale.

Lectures on branding — Women Changing the World Awards, Women Defining AI.

Graphic design and branding have fascinated her all her life, so she went to learn from the best in London and New York. At Johnson Banks, a global leader in ethical branding (University of Cambridge, UNICEF). At Doyle Partners (Rockefeller Center, The New York Times), whose cultural impact earned a US national award presented by Michelle Obama. At the internationally awarded Magpie Studio (Cannes Lions, Red Dot). And at Thomas Matthews, a pioneer of carbon neutrality in design practice.

In hindsight, two encounters mattered most. Michael Johnson instilled branding in her — he showed her it could have a positive impact on the planet and on society, and motivated her to be a responsible designer. Stephen Doyle taught her to tell stories and to place things in unexpected situations, making them memorable.

She built experience at some of the most prestigious commercial brands (Fornasetti, Bottega Veneta, Paul Smith), developing a high craft standard and eye for detail. Over time, she realised that work with deeper purpose is what fulfils her most. Ethical and socially responsible themes had already drawn her during her graphic design studies in England. After several years of finding her own path, she began working with the non-profit sector in the Czech Republic (Nadace Krása pomoci, Nové Háro) and abroad (CHILD.org, BillionBricks).

Impact Hub Prague was a great source of meaningful projects — she worked there for years, both through her own Branding Clinic concept and in acceleration programmes. Another outcome of her search is Grafikasana, a project aimed at helping women in branding and graphic design, with a wider mission of cultivating the graphic and aesthetic environment in the Czech Republic.

She is a co-author of the international book Through Obstacles to the Stars, featuring the stories of 36 women from around the world. Jitka worked on the project end to end — the editorial concept, the graphic design, the illustrations and the cover.

Design and branding with substance isn't the only thing that matters to her. Yoga, meditation, her partner and her Maltese dog Fíbo matter just as much.