Case study
Marek Krásný
- Present services in a clear, understandable way
- Build awareness and trust for a personal brand
- Central management of team members’ websites
Who is Marek Krásný
When we started working together, Marek Krásný was a regional manager at ČSOB Pojišťovna; today he is an independent consultant at 4fin Better together. He has worked in finance for over two years — and brings years of managerial experience from CNC, Košík, and Moderna.
Why did Marek care about this?
He understood that today’s clients — especially younger people aged 20–30 — often choose a financial advisor based on how human they feel and whether they can trust them.
So he wanted a website that would:
- be more than a digital business card — strategically build his image;
- show his personal approach to finance;
- and create a personal-website template for his whole team, so they show up consistently under Marek’s brand.
Challenge
Differentiate Marek’s personal brand in a crowded finance market where most players look alike — while respecting corporate colour constraints and delivering a shared website template for the whole team.
What did my systematic, strategic approach look like?
Understanding typical clients
In the first week we defined the target audience and described two ideal client types. This always shapes the whole site structure and every subpage, as well as the actual content — not only the copy, but also photography style.
Practical tip
If you don’t have budget, you don’t need a large research project to describe your ideal client. Plenty of research already exists — tools like ChatGPT or Perplexity get you there fast. And if you already have industry experience, draw on that.
Another strong move: join thematic Facebook groups and read user discussions — you’ll better sense who will browse your site, what they’ll look for, and what they’ll notice.
Creating several moodboards
I created the first moodboards so everyone could see the visual direction. While Marek was still at ČSOB I hit the first obstacle — I had to stick to blues. I love standing out with colour, and in finance most players default to similar palettes.
Building the site structure and designs for every page
I then defined the full website structure, including individual sections. Marek already knew roughly what would sit where, and we could plan exact content before the first visual designs existed.
I started the visual designs right after. Marek could follow everything in real time, so if something felt off or he wanted a change, he could comment immediately.
Gallery
Client feedback
“I worked with Kamil on creating my website and I can only recommend him. He is intuitive, empathizes well with what you need and what works for outreach. His speed and helpfulness also set him apart, so you can rely on getting what you want quickly and precisely. I can only recommend him.”
Marek Krásný
Independent consultant at 4fin Better together.