FIND WHAT IS TRUE.
MAKE IT MATTER.
I’m Jiří Langpaul, a Czech brand strategist and creative director based in Prague. I help companies define what their brand can credibly own, then turn that choice into communication people remember.
BRAND DNA & POSITIONING
COMMUNICATION STRATEGY & CREATIVE BRIEFS
CREATIVE DIRECTION
LONG-TERM BRAND BUILDING
THE WORK STARTS BEFORE THE IDEA.
I began my career as an art director. The longer I worked on creative tasks, the clearer it became that the quality of the work often depends on the quality of the brief. So I learned to write the strategy and the brief before looking for the idea.
Today, I listen for what is true about the business, the brand and the people it needs to reach. I make the strategic choice clear, then stay with it until it works in the real world.
My greatest strength is finding a clear strategy and bringing it to life.
CLARITY THAT LEADS TO BETTER WORK
I work directly with founders, business leaders, marketing teams and agencies.
I am most useful in situations like these.
MORE THAN 25 YEARS.
ONE BRAND IDEA.
STILL EVOLVING.
Kooperativa is the clearest proof of how I work.
I began working on the brand at Leo Burnett in 1998. Our first campaign launched in 1999. I started as an art director and later became creative director.
Working with the client team, we found a human truth that belonged to Kooperativa. Life is bigger than any of us, and everyone sometimes needs help.
It became the foundation of Pro život, jaký je (For Life as It Is), a line the company still uses.
I have continued to help evolve the brand through WEAREGINGER. In 2025, Kooperativa ranked first in the Czech insurance market with a 23.3% share. Our long-term work was recognised by ADC Czech Creative Awards for Excellence in Brand Building.
A strong brand idea should grow with the world around it and remain rkooperativa_brand_buildingecognisably itself.
“Every company should have its own Jiří Langpaul, either in its marketing team or as an external partner. He combines a deep understanding of brands with the ability to formulate, explain and defend his ideas. Time has proved him right, at least in Kooperativa’s case. We still use the line he created for us, ‘Pro život, jaký je.’”
Martin Diviš
Chairman of the board, Kooperativa
SELECTED WORK
Selected projects from almost three decades of brand strategy and creative direction.
PILSNER URQUELL
KOOPERATIVA
CZECH OLYMPIC COMMITTEE
FOUNDATION FOR BONE MARROW TRANSPLANTION
RAIFFEISEN BANK
CURIOSITY GOT ME HERE
Since 1997, I have worked across brand strategy and creative direction.
After serving as creative director at Leo Burnett and Ogilvy & Mather, I founded WEAREGINGER in 2013.
Across agencies and WEAREGINGER, I have worked with brands including Kooperativa, Pilsner Urquell, Česká spořitelna, ČEZ, Moser, KIA, Vitana, Centrum Paraple and the Czech Olympic Committee.
My work has received international and Czech recognition across creativity, effectiveness and design.
LIFE IS TOO SHORT
AND TOO PRECIOUS
FOR LOUSY WORK.
CURIOSITY GOT ME HERE
If your brand needs a clearer definition, a defensible position or communication people can care about, tell me where you are stuck.