18 January 2022

Case Studies | Znak – Literanova

The Client



  • Design thinking
  • Organizational culture
A new brand established as part of a publishing house needs a coherent vision, inclusion in the main brand’s voice, redefinition of a team of employees, and defining its place in the entire group. It’s important to define and prioritize the most critical challenges in everyday work, especially in the context of current business strategy. With this in mind, working on the organizational culture is essential. The client decided to choose the design thinking approach, and that’s why they turned to the Socjomania team.


Znak Social Publishing Institute is one of the largest and oldest Polish publishers. To reach a wider audience, the Otwarte Publishing House was established in 2006, focusing on popular literature. In 2010, the Woblink platform emerged with a large selection of electronic books, audiobooks, and traditional paper books. Also that year, the constant development of the company inspired the Management Board of the Publishing House to establish three new brands: Znak, Znak Literanova, and Znak Emotikon.



We went for a strategic process that included talking to the leader, examining the needs, and defining potential problem areas. Then came the focal point – a workshop with a team in the design thinking approach. What did we emphasize in this process?

First of all: a business goal, which was co-creating a shared vision of the Znak sub-brand,  Literanova. With the help of the employees, we wanted to answer the question “What do we want to be as Literanova?”. The vision was embedded in the business context (we confronted employees’ needs and perspective on the brand with the context of the client’s needs). The goal was to create solutions with a map of inspiration, serving as the material for developing a business strategy. The publisher’s DNA and value proposition were identified in the process. Inspiration was collected from the publishing market and Literanova’s own potential analysis.

Second: the integration goal – the process was to strengthen cooperation between employees from different departments. At the same time, it was important for the participants to learn the design thinking method in practice to be able to implement particular strategies in their daily work.



We have defined the 5 most important effects of the process:

  1. Support in developing a business strategy – development of several dozen solutions, including 6 product pages ready for implementation.
  2. Building the organizational culture – co-creation process carried out online with Design Thinking, which at the same time fostered integration.
  3. Online inspiration map for the entire team, created using the Mural tool (Socjomania’s partner) – implementation of the tool within the organization.
  4. Supporting the development of the organization’s vision and mission and striving for consistency – we gathered the material necessary to develop the vision and mission as well as the reading offer of Literanova.
  5. Long-term effect: strengthening the sense of community between colleagues, building up the team’s expert identity, and increasing employee involvement in creating a common strategy for Znak Literanova.

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