I am Me. I am Queer. is a consumer report mapping the LGBTQ+ landscape and digital conversations surrounding it.   

Brand: confidential (US)
Cultural research, conversational mapping

The report outlines the critical moments in the life of queer people, and the emotional challenges they have to face every day.  

“Queer people grow up playing a version of themselves that often sacrifices authenticity to avoid prejudice from others. It takes time and courage to come out and unpick which part of themselves is truly them while not getting caught up in societal norms and expectations.”

“Blood is not always thicker than water. Many gender-nonconforming individuals face rejection from their families. Fostering connection away from family is a chance to find acceptance and a gaze of unconditional love they do not have.”

The report served as a base for designing a communications strategy for entering the LGBTQ+ landscape in Europe.

Photo credits:  Leslie Zhang

Defining Womanhood is a consumer report mapping the relationship of American women with their own skin.

Brand: confidential (US)
Cultural research, conversational mapping

The report scrutinises the conventional definition of femininity to find a way to liberate women from the outdated beauty standards and accompanying pressures.

I uncovered insights about why the body positivity movement failed at diversifying women's bodies and how it posed a new beauty standard of being ‘acceptably curvy’.

21st-century women face unrealistic and contradictory expectations. I mapped out why society pays far too much attention to how women look and how it casts a shadow over their contribution.

The report is part of a communications strategy for a campaign launched in the United States.

Photo credits: Isold Halldorudottir, i-D

Henrik Vibskov is most commonly associated not only with an acclaimed fashion label but with a multitude of twisted and tantalising universes created in relation to each collection.  


Brand: Henrik Vibskov (DK)
Marketing & SoMe Strategy

Henrik Vibskov is a Danish multidisciplinary artist who is known for creating surreal art pieces where things are upside down. In his runway shows, he stirs performance art, odd music and spatial design, making them undoubtedly captivating. During my time with Henrik Vibskov, I was in charge of tasks, including social media management, communications strategy, content creation, trend research, brand partnerships, and event management.

I designed a communications strategy that revamped the image of sales-oriented posts and merged them with his artistic promotion.  I worked closely with VIBS family, Henrik Vibskov and the studio staff, and featured them in short-format interviews with product picks and styling advice. I was actively engaging fashion influencers and enthusiasts wearing Henrik Vibskov in our communications, which helped us grow the online community and yielded a dedicated fashion audience.

186% increase in followers month over month (organic, 4 months) 
373% increase in engagements

Photo credits: Henrik Vibskov archive,

PAPA beverage is a branding project that confronts the dull image of Kombucha beverages. Influenced by the cultural context, I designed a visual and verbal identity that embraces contemporary youth culture. 

Brand: PAPA
Branding strategy & design (2017)

The image of Kombucha beverages is far from what image-conscious young people in bustling cities like.

Target group
The urban youth community is defined as early adopters who spend heavily on food, clothing and socializing since they believe that friends are a fundamental part of their lives. They like the new, unusual and off-beat, which makes them be among the first in and first out of trend adoption.

Mostly they are concerned with their image; therefore, they search for authenticity and brands that reflect the lifestyle they aspire to be part of. They are spontaneous, sensation- and experience-seeking with a high sense of visual stimulation.

Sustainability increasingly adds meaning to their lives. Some believe sustainability is the new norm, while for the others, it's merely the new cool without much of their involvement.

Back in the day, people were born into communities and had to find their individuality. Today people are born individuals and have to find their communities. Our audience now seeks out status in the form of shareable experiences and friendships.


PAPA is a rebel. PAPA is a religion.

PAPA is authentic, sustainable and sensation-seeking since we believe that being responsible when enjoying the perks of youth will leave a better taste in your mouth.

PAPA = father ~ /ˈpɑː.pə/

Father as a metaphor for someone who cares (focus on sustainability). 

PAPA = pope ~

Religion as a metaphor for a community of
people with shared beliefs (focus on fostering the community).

'Cause PAPA cares'

We believe in friendship and sharing the moments of joy; therefore, we are a native soil for people thirsting to experience genuine youth culture. That's why we organize and support various events, and work as a creative platform giving space to off-beat art projects, musicians and artists across Europe. 


PAPA is a rebel ~

Rebellious, Spirited, Youthful

PAPA cares ~

Genuine, Sustainable, Organic

Club PAPA ~

Unity, Community, Support

Art PAPA ~

Eccentric, Authentic, Art-loving

Credits: concept & design by Aneta J.

I have professionally contributed to brands and projects within the fashion, publishing and music industry in various capacities such as marketing, content creation, and event production. 

Organization & Promotion ~ Art Book & Zine Fair

Art Direction ~ Barbara I Gongini

Organization ~ Flek Festival