(I)
BRAND
HOSPITALITY — CULTURE
ROLE: Director, Brand & Creative
MOMENT: scaling the story beyond a single event
WORK: positioning, voice, story architecture, partner comms, creative direction
RESULTS: cohesion across touchpoints: year-round instead of event-by-event
Brand & Creative Lead at a placemaking and community-led hospitality platform: shaping positioning, voice, and the narrative system across programming, partnerships, and year-round storytelling. Work sits at the intersection of place and culture; translating what happens in the room into language, visual direction, and moments people want to be part of.
The focus is on building cohesion across touchpoints: from brand and website refresh to partner announcements and launch materials to content cadence, community communications, and the story architecture that makes the experience feel intentional rather than event-based.
SCOPE: placemaking, positioning, narrative systems, community storytelling, content strategy, creative direction, partnerships, launch communications +
WEBSITE REWRITE & REDESIGN A NEW PODCAST VISUAL SYSTEMCONSUMER — RETAIL
ROLE: Co-founder (brand strategy + direction)
MOMENT: from scratch → scale
WORK: positioning, brand world, campaigns, partnerships
RESULTS: a ‘love brand’ that successfully raised funds and grew exponentially
An Istanbul-based consumer brand built from scratch: strategy, positioning, voice, and the brand world as it grew. Work included decision-making at the core: what the brand stood for, how it spoke, and what it looked like, shaped with collaborators.
Growth was driven by word-of-mouth campaigns and culturally timed moments, including donation-led and activist storytelling that people wanted to share.
SCOPE: brand & go-to-market strategy, brand world, tone & voice, content strategy, creative direction, art direction, partnerships strategy, customer coms
CITYWIDE POSTER INTERVENTION ("ARE YOU ON YOUR PERIOD?")
PACKAGING CREATIVE DIRECTION & PHOTOGRAPHY ART DIRECTIONCONSUMER — RETAIL
ROLE: Brand Director
MOMENT: Brand pivot, growth & fundraising
WORK: positioning, POV, content/campaign system & execution, team setup, creative partnerships
RESULTS: a tighter narrative, a rhythm the team could sustain & a system they could follow
An independent fashion label with a strong visual identity, but the blur that comes with momentum: too many directions, not enough hierarchy.
The work was to re-clarify what Siedrés is (and isn’t), tighten its point of view, and translate that into a content and campaign rhythm the team could sustain. Started with founder workshops; built the system from there—team, strategy, and execution rules.
SCOPE: positioning, brand narrative, content strategy, campaign direction, team-building, channel coherence, creative partnerships
MORE BRAND WORK
Available upon request
(II)
EDITORIAL
ROLE: Editor + translator (TR/EN & EN/TR)
MOMENT: major retrospective exhibition
WORK: long-form publication for mixed audiences; editing, translation, structure, tone/voice consistency
RESULTS: clarity and coherence across languages, end-to-end
Editorial and translation work for a major retrospective publication accompanying A Route at the Limits of the Mind—a several-hundred-page exhibition book on the life and work of celebrated avant-garde Turkish painter Fikret Muallâ.
The book brought together essays, curatorial texts, and archival materials for both Turkish and international readers. Work focused on clarity and consistency: preserving voice while making the full publication coherent across languages.
SCOPE: editing, translation (TR/EN), tone + voice consistency, long-form structure
EXHIBITION BOOK: EDITING & TRANSLATION
EXHIBITION BOOK: EDITING & TRANSLATIONMORE EDITORIAL WORK
SUITED Magazine
META Foundation
Fujifilm
Art Unlimited
Trendyol (CEO’s Office)
COLOPHONUna is led by Naz Özbek (Wharton/UPenn). Experience spans building beije (a DTC consumer brand) from scratch, and brand/editorial work across hospitality, culture, and consumer. Work shaped between New York, Istanbul, and Lisbon.
The name una nods to oona (Gaelic for “dear one / unity”) and the Spanish una (“one”)—a compass for making work that’s original, with a point of view.