John Weston Group worked with Green Factory, one of the leading fresh food and salad producers in Central Europe, on the development of a strategic communication framework built around the idea of “The Power of Green”.

Using The Black Horse Method, I developed the strategy together with Joanna Wendorff-Ostergaard, focusing on building a more modern, emotional, and lifestyle driven perception of the brand connected to freshness, wellbeing, energy, and conscious everyday choices.

One of the most inspiring aspects of the project was the story and leadership approach of founder Artur Rytel. His family business journey became a strong example of how authentic storytelling can naturally translate into company culture, long term vision, and leadership.

The marketing side of the project was led by Agnieszka Krajewska, whose openness to strategic transformation and long term brand thinking played an important role throughout the collaboration.

Based on the strategic framework, we developed the company’s website, storytelling architecture, audiovisual materials, and broader communication system designed to work consistently across digital platforms and future campaigns.

The project involved a multidisciplinary team including developers, filmmakers, strategists, and designers. The film production side was developed under the direction of Matt Szymanowski, while UX and digital experience design were created by Alexandra Dobras.

The strategy focused on translating the idea of “green” beyond category communication, turning it into a broader symbol of vitality, balance, movement, and modern living.

I also invite you to explore the case study featuring members of the management team explaining the strategic thinking and communication approach developed during the project.