When we became Afternow, we said the name carried a belief: every decision today shapes what comes after. Changing our name was one of those decisions. This is the next one.
Afternow is transitioning from a founder-led to a partner-led company. For the first time in our 13-year history, ownership is expanding beyond the three founders. Vicente Reyes Montealegre, Adrian Morić, and Katarina Jozić are joining the ownership structure as partners, each leading one of the three pillars the company is now built around.
This reflects how we believe a company like ours should be led: by the people closest to the work, with the accountability and authority to match. Strategy, brand, product, and operations are no longer coordinated from the top. They are owned at the pillar level, by partners who have spent years building the expertise, the judgment, and the trust that leadership requires.
Three pillars, three partners
Brand and Web, under Vicente, holds brand strategy, identity, motion, UI, and web development as one connected discipline. Product, under Adrian, covers UX and product design, product management, and full-stack development end to end. Operations, under Katarina, holds client servicing, project management, marketing, people, and the systems that keep everything running well.
Why Katarina, Vicente and Adrian
None of the three arrived into these roles. Vicente joined in 2019 as a freelance illustrator and built the visual and communicative language Afternow carries today. Adrian joined in 2017 as a project manager, moved into UX, and became the person the company turns to when product work needs direction, not just delivery. Katarina joined in 2021, quickly grew beyond project management, and has since shaped the operational structure that holds our delivery together. Each of them earned this by consistently going beyond what their role asked, because they cared about the company doing well.
That is what partnership means here. Ownership is not a reward handed down. It is a recognition that the behavior was already there.
All three have led key client projects throughout their time at Afternow and will continue to do so. For our clients, this change means the people they work with have a deeper stake in the outcome than ever before.
How the founding team shifts
Matej continues as CEO. Marino moves into a CTO role. Filip steps into Head of Strategy, working across all three pillars, focused on company direction and growth.
Afternow has always believed that the people who build this company should have a real stake in it. We are making that structural now.
