Instar is proud to mark an important milestone in our growth: we now have a dedicated representative in Latvia – branding professional and cultural strategist Lolita Ozoliņa.
This step strengthens our long-term commitment to the Latvian market, where employer branding has rapidly gained strategic significance and where organisations increasingly seek deeper insights into reputation, identity, and employee experience.
Lolita brings a thoughtful, human-centred perspective that aligns naturally with Instar’s mission. Her professional philosophy and approach to branding echo the very principles on which Instar was founded: understanding people, creating meaning, and building strong reputations through genuine experiences.
A welcome note from Instar’s CEO, Kersti Vannas
“We are delighted to welcome Lolita to our team. Her deep expertise in culture, strategy, and identity-building brings tremendous value to Instar and to organisations in Latvia. The Latvian market has a growing need for research-based employer branding, and Lolita’s insight and empathy make her the right person to lead this work.”
— Kersti Vannas, CEO of Instar
In Lolita’s own words
“At the heart of my professional and academic journey is a human-centred philosophy: a values-based understanding of identity – who I am, what I stand for, and how I can contribute and grow as part of an organization? I believe strong reputations are built by employees who are inspired, effective, and gain experiences that genuinely advance their personal development.”
“I’m a Latvia-based branding professional and cultural strategist who builds research-grounded, community-powered brands for organisations and places. Over the past decade, I’ve worked at the intersection of strategy, culture, and communication, researching and shaping value propositions and identity narratives for both professional and local communities.”
“I’ve joined the Instar team because their approach to employer branding resonates with me: a broad, systems-level view of organisational challenges – spanning reputation, image, and employee experience, paired with deep, empathetic work with organisation’s employees. Their near-individualised methods surface strengths and provide clear, relevant, and actionable solutions that help organisations pursue their mission in today’s dynamic environment.”
Looking ahead
With Lolita’s expertise and Instar’s long-standing experience across the Baltics, we are excited to deepen our collaboration with Latvian organisations supporting them in building credible employer brands, meaningful employee experiences, and strong reputations rooted in authenticity and human insight.
Welcome to the team, Lolita.
Here’s to new conversations, new partnerships, and a new chapter for Instar in Latvia.
Get in touch
If you’re curious about employer branding, people leadership, or any HR-related topic or simply want to explore how Instar can support your organisation – Lolita would be delighted to hear from you.
👉 Feel free to reach out to her directly at: lolita.ozolina@instar.lv
