Aias CollectivE
Maria Murnikov
Dont just build a Space.
Build Desire.
Branding, Marketing & Expirience Strategy for wellness & Hospitality Businesses
You know your space should feel different.
But it’s hard to define why.
Maybe you’ve spent months perfecting the interiors, choosing materials and refining every detail—yet something still feels missing.
Maybe your brand doesn’t reflect the experience you’re trying to create.
Or perhaps you’re worried about becoming just another beautiful place in an increasingly crowded market.
The truth is, people rarely remember a space because of its furniture, color palette or logo.
They remember how it made them feel.
The atmosphere. The emotions. The rituals. The moments that made them feel welcomed, understood and connected.
That’s where I come in.
I help hospitality and wellness founders transform beautiful spaces into unforgettable experiences through strategy, branding and guest psychology—creating places people don’t just visit, but genuinely want to return to.
Your brand is the reason people choose you before they experience you.
Long before someone walks through your doors, they’ve already formed an opinion.
They’ve browsed your website.
Scrolled through your Instagram.
Read your reviews.
Compared you to ten other places.
In just a few seconds, they’ve asked themselves one question:
“Does this place feel like it’s for me?”
A strong brand answers that question before they even realize they’re asking it.
It creates clarity in a crowded market.
It attracts the right guests while naturally filtering out the wrong ones.
It gives every decision—from interiors and photography to communication and guest experience—a clear direction.
Without it, every marketing effort becomes harder.
You compete on price instead of value.
You chase trends instead of building recognition.
You attract guests who came for convenience, not because they genuinely connected with what you offer.
A strong brand changes that.
It creates consistency.
Trust.
Recognition.
And most importantly, it creates expectation.
By the time your guests arrive, they already know how your place will make them feel.
The experience simply fulfills the promise your brand has already made.
That’s when a business becomes more than just another destination.
It becomes the obvious choice.
Sounds interesting.
I’ve been in your shoes.
I know what it means to build a place from the ground up—because I’ve done it myself.
As the Co-Founder and CMO of Auro Studio, a yoga studio and café in Kraków, I’ve been involved in every step of creating a hospitality brand—from developing the concept and positioning to shaping the guest experience, brand identity and launch strategy.
I’m also currently developing a collection of boutique holiday homes in Italy, giving me first-hand insight into the challenges, decisions and opportunities that come with building a destination people genuinely want to visit.
Alongside my own ventures, I’ve spent the past eight years helping brands communicate with clarity and purpose. My clients include Amazon, Tirol Tourism, BCG, N26, Pleo, CLARK, Holvi and Urban Sports Club, where I’ve led brand strategy, tone of voice, content strategy and communication projects.
Today, I bring these two worlds together.
I combine the strategic thinking of an experienced brand consultant with the practical perspective of a wellness and hospitality founder—helping you create not just a beautiful brand, but an experience people remember, recommend and return to.
Experience Strategy
brand identity
creative Direction
Content & STorytelling