SELECTED PROJECTS
Explore examples that reflect my work, methodology, and mindset. Most case studies include a full video walkthrough of the design flow, capturing not just the outcome, but the thinking, decisions, and process that shaped it from beginning to end.
Every project began with a conversation and developed through a unique mix of marketing expertise and design thinking. They showcase my diverse corporate background and adaptable, hands-on approach with strategic vision and a flexible creative toolkit.
Strategic Marketing & Design
Dec’ 22 - Present, Copenhagen
The collaboration with Tiny Dancer, a dance and theatre association, exemplifies a blend of strategic direction and hands-on execution in support of business and product development, brand positioning, and marketing. While grounded in market and competition analysis, marketing communication strategy, and new product and business development, the work was intentionally flexible, responding to emerging needs through ad hoc support and hands-on involvement where it was needed most. Practical contributions included UX/UI optimisation, a website redesign that balanced improvements with the existing style guide (resulting in a 192% performance increase), newsletter distribution, and the creation of B2B contact lists to enhance outreach and day-to-day operations.
CSR Campaign
Raise Your Voice for Girls,
National Geographic x UNICEF, 2016, Istanbul
This project shows how strategic framing, cross‑sector collaboration, and intentional experience design can generate meaningful public engagement and contribute to lasting social awareness. As the Marketing Manager for the National Geographic brand at FNG, I led the design and execution of a CSR campaign in partnership with UNICEF, connected to the documentary He Named Me Malala. The objective was to raise public awareness about barriers to girls’ education and encourage broader community involvement, while maintaining responsible communication. Challenge: Addressing a socially complex issue with limited resources required a strategic and research‑driven approach. As a media organisation, we had limited capability to support long‑term behavioural change and on ground implementation, responsibilities that were therefore delegated to UNICEF, chosen for their established field capacity and clear alignment with the campaign’s social agenda. The campaign also had to inform and engage audiences without crossing into political territory, while coordinating input from multiple internal and external stakeholders. Approach: Using a user‑centred and behavioural insights‑based methodology, we defined the core problem, mapped the stakeholder ecosystem to design a holistic campaign, and developed a clear, empowering message: “Raise Your Voice for Girls.” Channels: The campaign was delivered through a multi‑channel and multi‑layered experience across TV, digital platforms, outdoor media, events, and both private and public partnerships bringing together trade, affiliates, agencies, and suppliers to create a cohesive, well‑structured, and widely accessible public campaign. Impact: Despite a modest media budget, the campaign achieved DKK 750K in media value and DKK 6.8M in PR value, significantly increasing engagement around the documentary and strengthening female audience reach, a key KPI for the channel. It received national recognition and an award for its social impact.
Service Design for LX
Oct-December 2024, Copenhagen
The study on learning experience design (LXD) for a master’s course at CBS (Copenhagen Business School) adopts a service design lens and is structured using the Double Diamond framework, with a primary focus on the first diamond—the Discover and Define phases. This initial emphasis allowed for a deep exploration and understanding of the problem space, aligning with a learner-centered approach. Methods Discover Phase: Empathising with Learners and Teachers To empathise with learners and teachers, the study employed diverse research methods, including: - User Research: Gaining insights through interviews and surveys. - Desktop Research: Analyzing existing studies and reports. - Ethnographic Research: Observing learning environments and interactions. Define Phase: Analyzing Insights The define phase utilised several definition techniques to refine the understanding of the problem space: -User Personas: Capturing archetypes of learners to understand their needs and goals. -Empathy Mapping: Exploring learners’ thoughts, feelings, and behaviours. -Ecosystem Mapping: Identifying relationships within the educational environment. -Why Methods: Delving into the root causes of challenges faced by learners and teachers. Ideation For the ideation phase, tools such as pain and relief maps, user journey mapping, and the LX Canvas were employed. These tools provided: -Broad Perspective: Highlighting different touchpoints with various stakeholders. -Focused Analysis: Narrowing down to specific challenges, such as lecture design, to propose actionable solutions. Limitations While the study suggests methods like SCAMPER, service blueprinting, and ideation workshops for the Develop and Deliver phases, these could not be fully implemented due to a lack of stakeholder involvement and co-creation opportunities. As a result, the research outcomes remained limited to initial solution offerings rather than fully realized prototypes or tested implementations. Conclusion Despite its limitations, the study’s framework emphasizes the importance of human centric and iterative design, systems thinking, and holistic learner journeys. It highlights a clear pathway for future collaboration through stakeholder engagement. Ultimately, this study underscores the potential of service design principles to drive outcome-driven, transformative learning experiences, even when constrained by individual efforts.
Event Design and Management
Marka (International Brand) Conference 2016, Istanbul
The event featured 44 sessions, 53 local and international speakers, and attracted 2,000 visitors. The conference brought together high‑level leaders from business, design, architecture, arts, advertising, and media. Notable speakers included: Amanda Levete, Akala, Naziha Mestaoui, Tony Chambers, Mark Barkowski, Christophe Pillet, Ben Evans, Dylan Jones, and other internationally and locally recognised figures. Challenges The project operated under significant constraints: limited time and resources, last‑minute requests, speaker changes, technical glitches, and ongoing crisis management, requiring fast decision‑making and a highly adaptive workflow. Responsibilities: As the Executive Assistant to CEO & Creative Director, it included end‑to‑end project management and executive coordination such as: - Speaker agreements and contract processes - Pre‑meetings, content briefings, and run‑throughs - Travel, logistics, and hospitality arrangements - Rehearsals and moderator flow - Press and media coordination - Production meetings and onsite execution - Integration of art and design projects Outcome: A newly established workflow for future conferences, a comprehensive post‑event report and analysis, and refined sales and sponsorship decks to support subsequent editions.
Brand Campaign
FX - TV Channel Relaunch, 2015, Istanbul
As part of the brand transformation efforts for FX Channel (Fox Networks Group), the relaunch campaign aimed to reposition the channel with a stronger, more contemporary identity that better reflected its evolving content strategy, global portfolio (The Walking Dead, American Horror Story, Wayward Pines, Outcast,...) and refreshed visual identity. Challenge: The entertainment market in Turkey was highly competitive, with audiences seeking distinctive, premium, and personality‑driven content. FX needed a refreshed brand presence that could cut through the noise while staying aligned with the bold global direction and established brand identity. A key creative challenge was to bring all major channel highlights together into a single key visual while complying with strict studio and licensing rules, limiting access to celebrity imagery, which required a carefully crafted conceptual approach instead. Strategy & Approach: The campaign was designed as a bold, attitude-driven relaunch grounded in cinematic storytelling and clear visual identity. It was supported by an extensive 360° communication plan across: Outdoor: high-impact visibility in strategic, high-traffic locations. On-air: channel-wide synchronised rollout and cross-promotions. Digital: content partnerships, social media amplification, paid digital media, and YouTube. Community & Influencers: curated influencer activation to spark organic reach. All touchpoints were designed to deliver a cohesive, recognisable, and memorable FX experience. Budget: The total campaign budget was 1.25 million DKK. Results & Recognition: The relaunch spot received international acclaim: Bronze Winner, International Bass Awards, 2015 Finalist (Shortlist), New York Festivals “World’s Best TV & Films”, 2016 Beyond awards, the campaign elevated FX’s brand visibility, strengthened audience perception, and delivered measurable lifts in reach and engagement across all major channels.
UX / UI design
March - June 2024, Copenhagen
The purpose of the project was to recreate the user interface of the website of a non-profit swing dance organisation based in Copenhagen, so that the people who are interested in swing dance could easily sign up for the courses, attend the events, workshops and engage with them in a more efficient and meaningful way. New design aimed a seamless flow for creating interest, desire and action on the website. Overall, design thinking method was adopted and a prototype was produced. Due to resource constraints testing and implementation were not realised. Challenges: 1. Website Issues: -Overwhelming and cluttered layout. -Difficult navigation and confusing user flow. -Outdated visuals that fail to resonate with younger users. -Frustrating sign-up process. 2. Business Challenges: -Attracting and retaining new students. -Addressing logistical issues and improving onboarding. Research Insights: 1. User Research and Testing -Feedback revealed issues with information overload, redundant content, and unclear membership requirements. 2. Stakeholder Input: -Volunteer teachers and founders highlighted the need to improve logistics and engagement, as well as attracting younger demographic. User Personas: Key personas represented aspiring and creative individuals seeking connection and inclusivity. Proposed Solutions 1. Redesign the website with: -Clear, intuitive navigation and user flow. -Modern and playful visual design appealing to younger users. -Streamlined sign-up process. 2. Develop a style guide: -Updated logo, vibrant color palette, and modern typography. -Visual elements reflecting the joy and energy of swing dance. 3. Enhance functionality: - Features like lead-and-follower matching for dance partners. -Responsive design for seamless use across devices. Expected Outcomes -Increased engagement and reduced bounce rates. -Higher conversion rates for class sign-ups. -Strengthened brand identity that appeals to both current and new audiences.
Strategic Project Management
Turquality Business Plan and Accreditation, 2012 Istanbul
Preparation and full accreditation process of the Turquality Government Export Grant (DKK 16.5M) for one of Turkey’s leading exporters in the chemical industry. Responsibilities included: End-to-end coordination with management consultants, executive leadership, department heads, production teams, and IT. which led to... Strategic Marketing Leadership for the Silver Shoe Care product portfolio: - Market segmentation & competition analysis - Brand and portfolio positioning - Distribution & pricing strategy - Communication planning - Launch strategy and execution of a new premium product line Business Systems & Organisational Development: - Implementation of ERP and CRM systems to support operational efficiency and strategic goals. - Structured the marketing department from the ground up, defining workflows, role needs, and core processes. A hybrid role combining strategic project management, organisational systems development, and marketing leadership, bridging cross‑departmental strategy with operational execution.
Worked for and Collaborated with
