This thesis deals with the complete design of the visual identity of the company and the associated graphic product. The company's activities are design and production of paper and plastic items (planners, various types of notebooks, stationery). The visual identity and design of the product are based on the need of the new company to present itself on the market through a recognizable trademark and the placement of an innovative graphic product. The company plans to produce several types of planners, and the initial step is to make planners intended for women. One part of this thesis will be the design of the trademark and accompanying visual identity, which includes corporate documentation and the design of appropriate promotional materials. In addition, this thesis includes the design of a specific product; a planner intended for women. The main methods that will be used are structured interviews with clients and target group surveys which include young and middle-aged women. The experimental results should indicate which of the proposed designs is perceived as attractive, high quality and functional, which would be the basis for the design of other similar products. Given that the company is still in its infancy, the results would yield far-reaching business benefits.