Selected Projects

A good website doesn’t need to shout. It simply needs to make sense.

Design & Websites

Websites with Clear Structure and Purpose

I design clean, calm websites where structure and space have their place. I focus on hierarchy and clarity rather than flashy effects or short-lived trends. For me, a website is not just a visual — it’s a system. I think about how users move through a page, what they need to understand, and in what order information should appear. I work with WordPress and Elementor as tools that allow these ideas to take functional and sustainable form. A good website doesn’t need to over-explain — it simply needs to make sense.

Digituu — Web & Visual Identity

I designed and developed the website for Digituu, a digital platform providing comprehensive software solutions for the hospitality industry. From the very beginning, I felt close to the idea of creating software that is intuitive — simple, natural, and guided “from the heart.” I wanted to translate this principle not only into the visual identity, but also into the structure of the website itself. My goal was to create a clean and well-structured website that feels clear and accessible for different types of users. One that doesn’t overwhelm with information, but stands on thoughtful hierarchy, calm visuals, and long-term sustainability.

As a Brand Evolves, So Should Its Visual Identity

The original mascot was an important part of Digituu’s identity. However, as the product expanded and its functionality grew, the visual expression no longer matched the pace and ambition of the brand. My goal wasn’t to change the character itself, but to move it forward — into a more modern, refined 3D form that naturally fits a fast-evolving digital environment. The redesign focused on preserving the essence and personality of the mascot while aligning it with the brand’s growth. The new visual language supports the intuitive, “from the heart” experience that defines the software.

Current Project

Leading the Rebranding of Finea — From Strategic Decisions to Implementation

The rebranding of Finea is a comprehensive process that goes far beyond designing a website or visual identity. My role is to lead the rebranding initiative, coordinate its key stages, and define the brand’s long-term direction. While collaborating with an external designer on the naming and visual identity, I was responsible for overseeing the approval process and ensuring that every decision aligned with the brand’s values, goals, and future positioning. This is an ongoing project — one that continues to evolve as the brand moves forward.

Finea — Rebranding & Brand Implementation

COPYWRITING & STORYTELLING

Emotion Still Wins — Even in a Digital World

I believe emotion isn’t an outdated cliché — it’s what truly drives decisions in a fast-moving digital world. Where everything feels similar and overloaded, story carries the greatest power. Behind every brand, product, or seemingly ordinary thing, there is a story. My work is to find it, understand it, and shape it into words that feel natural, honest, and clear — without unnecessary drama, but with intention. That’s also why, within my copywriting and storytelling work, I chose to present my author project. It represents something deeply personal — a tangible reflection of how I work with words, time, and emotion. Without shortcuts. Without filters.

Author Project

The Book I Wrote for Myself — and for Them

I began writing this book while I was living in London. At that time, I felt the need to capture certain moments exactly as they happened — without distance, without editing, without reshaping them to mean something else. Over time, I started writing letters to my daughter, Hana. Not because I knew what my life would become, but because I wanted to preserve the thoughts, decisions, and emotions as they were when they first appeared. Life unfolded differently, and today I have two sons. The texts I wrote during that period have never been changed. They remain as they were then — honest and unedited. The first part of the book took more than eight years to write. Today, I continue with the second. For me, writing is a way to move forward and to better understand what I live through. I’ve chosen to keep the book private. These texts are meant only for my children — for the time when they are grown and ready to read them.

SEO & GEO You Don’t See — But That Deliver Results

A Process That Connects Data, Meaning, and User Intent

For me, SEO and GEO are not about being visible. Quite the opposite — the less you notice them, the better they’re done. Every solution follows a clear process:

I begin with a comprehensive analysis of the competitive landscape and the environment in which the brand operates. I examine website structure, content architecture, topic relevance, entities, internal linking, and user journeys. Using data from Google Keyword Planner, I gather both proprietary and competitive keywords, selecting them based on relevance and search intent. I also consider how generative search systems interpret content — whether it is clear, contextual, and usable as an answer. My focus is not on volume, but on precision. Based on these insights, I propose content and structural improvements — from subpage architecture and UX logic to internal linking, alt texts, and call-to-action elements. Optimization is implemented systematically using tools such as Squirrly SEO, always ensuring the final text feels natural and human — not “written for algorithms.” My goal is not to manipulate search engines or AI systems, but to create content that is clear, relevant, and sustainable in the long term — for people and for the systems that deliver answers today.

Selected Assignments

Detailed strategic materials are available upon request for relevant collaborations.

VIDEO & STRIH

THE FIRST FINISH LINE | A Year of Training

A story about endurance, trust, and the small steps that lead to a big goal.
A year of shared training, overcoming limits, and the moment when the finish line stops being a dream and becomes real.

TREASURE HUNT | Storytelling through experience

A week filled with clues, discovery, and childlike joy.
A story that wasn’t written on paper, but created in the real world — an experience meant to be remembered.

digituu | Product & brand moment

A short visual moment where technology meets emotion.
A study in atmosphere, rhythm, and detail in brand communication.