What this is about

I reviewed over 4,000 journalism brand campaigns from INMA’s archives. The pattern was everywhere: the same language, the same claims, the same visual grammar. Trust. Independence. Quality. Words that once meant something - reduced to wallpaper. This newsletter is where I think through what went wrong and what comes next.

Who I am

I am a journalist, artist, and media innovator based in Warsaw, Poland. Co-founder of Outriders. Creator of Reakcja - journalism on stage. I pioneer Artistic Journalism: transforming rigorous reportage into live, spatial, immersive experiences. The screen delivers information. The room transforms people.

What you get

Essays on media branding, editorial identity, and artistic journalism - published twice a month. Case studies from 130 years of press history. Arguments about why journalism needs art more than it needs another subscription paywall redesign. Every issue goes straight to your inbox.

To learn more about the tech platform that powers this publication, visit Substack.com.