The Moment

The countdown ended. Confetti hit the air. Videos and media assets started flowing in from every direction. Players across 8 cities, and at home, were seeing something new for the very first time.

And I was behind one screen. Holding it all together.

That was the moment I understood I was part of something significant. Not just managing content, I was part of the moment a legacy brand changed. And that doesn't happen by accident.

Challenge

Mamanet is a national organization with thousands of players, partners, and stakeholders. The challenge: build a multi-week social build-up and execute a live, multi-location event, while maintaining full secrecy about the new branding until the reveal moment.

The real complexity wasn't the volume: it was the synchronization: making eight different locations feel like one shared moment.

My Role

Social & Brand Lead (hands-on), end-to-end ownership: strategy, creative, production, brand execution, operations, and real-time publishing across all locations.

Approach

• Build-up phase: created a teaser system: reels, hints, and “just enough” storytelling, without revealing the new brand.
• Brand assets production: designed and produced a full set of materials for physical venues: banners, signage, VIP invitations, stickers, car magnets, WhatsApp sticker packs.
• Live event coverage (8 locations): worked with local social leads who captured content in each city, while I handled real-time editing, branding overlays, and publishing, fast, consistent, aligned.
• Timed reveal moment: coordinated with the website manager to send a newsletter to all players announcing the new branding, syncing web, social, and the physical experience simultaneously.

Outcome

• Stronger community pride and “historic moment” sentiment across all locations.
• Follower increase and heightened engagement during the launch window.
• One cohesive brand experience across 8 parallel venues, under confidentiality constraints.
• Hundreds of stories and dozens of videos delivered live, coordinated from a single workflow.

4 Insights from the Field

• Map everything before you start: the first step wasn't design or content. It was a full mapping of all marketing needs: what needs to be produced, for whom, and by when.
• Brand consistency doesn't happen: it's planned: 8 venues looking like one doesn't happen by accident. It requires a precise brand kit: fixed templates, a unified visual language, and materials prepared in advance for every touchpoint.
• Real-time management requires a clear hierarchy: when dozens of assets arrive simultaneously, prioritization isn't optional: it's essential. Fast decisions and clear sequencing are what hold everything together.
• The field team is part of the move: alignment calls before the event, a live WhatsApp group, a shared folder. The more prepared the team, the smoother the execution.

Key Learning

Successful social management doesn't start on the day of the event. It starts with the question: what is the story people will feel? And what is the precise path to make them feel it.

That's my why.

Videos

Gallery

Links & Assets

Challenge

Breast cancer awareness content tends to feel clinical, distant, or anxiety-inducing. The challenge was to take a serious health topic and translate it into something that felt native to the Mamanet community, accessible, warm, and genuinely useful, without losing the weight of the message.

My Role

Creative direction and content strategy: shaping the campaign's voice, producing the Reels series, and designing the landing page experience. End-to-end ownership from concept to publishing.

Approach

• Creative concept: community-first, optimistic, action-oriented: Mamanet players as the faces of the campaign, not medical spokespeople.
• Reels series: a dedicated series that brought key messages to life in short, engaging video content, built for Instagram, designed for sharing.
• Landing page: designed and produced a page with early detection guidelines, risk factors, and screening recommendations: clear information, approachable tone.
• Integrated experience: social content and landing page worked as one: each Reel drove to the page, each message reinforced the next.

Outcome

• Community engagement around a topic that typically generates avoidance.
• Accessible health information delivered through trusted, familiar voices.
• A campaign that felt human, not institutional, and reflected Mamanet's values.
• Social media, messaging and digital experience design working as one cohesive system.

Key Learning

Important topics don't need to be heavy to be taken seriously. When health information is delivered by community members, in a format people already use, it reaches further and lands deeper.

Videos

Gallery

Links & Assets

The Work

Behind the scenes of a major sports tournament, there's a full creative operation running in parallel. For Mamanet's Crown Tournament 2026, I led the complete visual and digital presence: from the first teaser post to the last story of the finals.

My role spans two interconnected layers: visual design and social media. That means working with suppliers and print houses to get exact colors on shirts and signage, and also being on the ground, documenting moments, coordinating with photographers, managing sponsor collaborations, and publishing everything in real time.

My Role

• Visual branding: shirt design, signage, digital screens, and every small detail in between.
• Pre-event social: build-up content, concept development, creative direction.
• Live coverage: real-time documentation, coordination with photographers, sponsor content.
• Publishing: 400 stories, posts, and Reels, live, under pressure, with presence and strategy.

What Made It Work

This time I was more precise and organized than ever before. The result: people who stayed home felt like they were part of the tournament. That doesn't happen by accident: it happens when every story has a reason to exist.

400 stories don't just go up. They go up with presence, intent, and strategy.

Videos

Gallery

Links & Assets

The Moment

When I finished designing the new homepage and saw it on screen, I said to myself: this is exactly where I wanted to bring Mamanet. This is exactly what I wanted to convey.

That moment didn't happen in a day. It came after months of research, mapping, decisions, and rebuilding from the ground up.

Challenge

Mamanet had an old website: overloaded, not responsive, not adapted. Years of accumulated content, many duplications, very little user experience.

The mission after the new brand launch: build a site that would be representative, prestigious, and authentically Mamanet. One that holds all existing and new information in a clean, aesthetic and accessible way, whether for a player looking for information, or board members and donors who want to understand at a glance what Mamanet is.

My Role

End-to-end ownership: research and specification, sitemap and architecture, prototype and design, optimization and responsiveness. The biggest challenge: going through every single page of the old site and deciding what enters the new one and in what form. Cleaning years of accumulated content without losing what truly matters.

Approach

• Research & specification: before designing a single pixel, mapped the users: who enters the site, why, and what they need to find. Without this, any beautiful design is just decoration.
• Sitemap & architecture: organized work according to a clear hierarchy: saves time, prevents duplications, and creates a logical user experience. Structure first. Aesthetics second.
• Design system: built a unified design system from the start, colors, fonts, components, buttons, popups, everything. This allows working fast, consistently, without reinventing the wheel on every page.
• Content migration: went through every page of the old site, decided what stays, what changes, and what gets cut. Clean content decisions are as important as visual ones.
• User testing: ran the site with existing users to get feedback, and fixed accordingly. That's what turns a good site into a site that actually works.

Key Learning

A beautiful website that no one understands is a missed opportunity. A clear website that serves its users is a strategic asset. The work starts with questions, not with Figma.

Structure first. Aesthetics second. Users always.

Before & After

Links & Assets