Brands hire me to sound like themselves.

A format rather than a post. Every post is a city, every city is an observation seen through a barista's eyes, and every observation finds its own way to a Gloria Jean's product. The naming, the posting rhythm and the editorial calendar all sit under one concept, so the client could run the series without me in the room.

The concept was well received but not taken into production. It is included here for the system behind it: the format, the naming and the calendar are the work.

I write the personal LinkedIn posts of the chairman of Dinçerler Group, in his voice. Every sentence goes out under a real name, which keeps the bar high.

The aim is the same every time: give a dry announcement a point of view. Five new stores were told through operating standards. A cup made with a children's education charity became a low key social responsibility post. On 8 March the chairman's post went out the same morning as the brand posts, in a more measured tone.

On LinkedIn everyone announces their achievements. In this campaign, everyone told one lesson their mother taught them. That was the idea. On top of it came posts for each brand account in its own voice, separate texts for the chairman and a board member, and a publishing schedule.

I write for several brands under one group. The hard part is making sure brands that post on the same day, for the same occasion, do not sound like each other. Two posts from the same morning, 8 March.

The bakery marks the day with its founding story. The coffee brand says thank you through patience, the craft behind the cup.

At Raku things went in the right order. A competitive landscape report on Turkish specialty coffee first, then the brand strategy built on it, then the content. The Tadım Notu series (Tasting Note) takes the words printed on every bag (strawberry, chocolate, caramel) and asks the same question each time: are they really in the cup? The Sekki: 24 Seasons series follows the Japanese microseasons.

For the brand video I wrote the flow and the edit plan: the order things arrive in, and how long each beat gets.

I wrote the text and the flow of the Kurban Bayramı (Eid al-Adha) film. For the 8 March International Women's Day film I was on the creative team. Both are on the brand's channels, and you can watch them from here.