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Marcel is a reading companion that acts less like a reference tool and more like a well-read friend sitting next to you - one who knows the whole book, but only tells you what you're ready to hear.
Adapting Headspace's calm, supportive tone for a Romanian audience that's skeptical of wellness culture and responds to practicality over polish. Includes microcopy, cultural strategy, and a full launch campaign concept.
Exploring what happens when a brand's voice moves from marketing into product.
Redesigning discovery and resume-trust for Romania's public radio-theatre archive. Content audit, component system, web UI.
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