Ideas, community work and brand concepts made with curiosity, analysis and intent.
Darya · Vienna✶
01Creative Projects
Creator-owned platforms
Projects with proof.
Creator-owned platforms and independent concepts showing how I develop an idea, define its audience and build a visual content system.
Flagship project / TikTok
01
Darya’s Journal
A Vienna-based lifestyle and conscious-choices platform shaped by my taste, observations and audience understanding. I identify cultural and consumer shifts, analyze performance and turn both into creator-led content with a distinct editorial point of view.
Useful enough to save. Personal enough to remember.
Role
Founder · creator · strategist · editor
Audience
85% female followers; 92.2% aged 18–34
Formats
Short-form video · series · carousels · personal recommendations
Strength
Turning audience insight into concepts that feel clear, timely and ownable
Community project / Instagram
02
Your Book Club Vienna
A reading community for young women in Vienna, designed around monthly selections, visual culture and real-world connection. The project combines editorial content, community building and event thinking in one coherent identity.
Selected collaborations that connect my point of view with cultural and editorial partners.
03
Editorial collaboration
Boa Vida Magazine
I curate articles developed together with Boa Vida Magazine. We create social-editorial pieces around Vienna culture, reading, wellbeing and everyday rituals, then support the work across both of our social audiences.
As a Creator Hub member, I support Albertina and Albertina Modern through personal museum perspectives, exhibition storytelling and social-first cultural content for a younger digital audience.
02Self-Initiated Mock Studies
Fictional brands · independent concepts · not commissioned work
Mock studies, made visible.
Every project in this section is self-initiated and created for portfolio purposes. They show how I move from a fictional brief to positioning, creative direction and a complete content system.
Mock work onlyFictional brands and self-initiated creative exercises
Study 01Fictional jewellery brand · mock case study
Mock concept for LUNA
The Everyday Heirloom
An independent brand identity and social strategy for a modern jewellery label celebrating timeless design, understated elegance and the memories attached to what we wear.
Example Instagram grid
Example Instagram story concepts
Reel ideas
Me and minimal jewellery against the world: one simple look across a full week, with the pieces as the constant.Let the jewellery be the outfit: a white shirt and blue jeans restyled only through jewellery.My favourite ring stacks: close-up combinations for work, dinner and weekends.One necklace. Seven days: following one piece through coffee, work, travel and evenings.
Open full case study↗
01
Goal
Develop a premium Instagram identity that positions LUNA as a timeless jewellery brand through editorial storytelling, creator-led content and emotional brand positioning.
02
Audience
Women aged 22–38 drawn to timeless fashion, capsule wardrobes, quality over quantity, slow luxury and minimal styling.
Rather than treating jewellery as an accessory, LUNA positions every piece as a quiet companion to meaningful moments. The feed balances inspiration, product discovery and lifestyle content.
Study 02Integrated campaign concept · fictional brand
Mock concept for LUNA
Worn Through Every Chapter
The jewellery remains. The memories gather around it.
A separate integrated campaign where memories appear in black and white while the same piece of jewellery remains in full colour. It becomes the visual thread connecting every chapter of a life.
Campaign visual directionOpen full case study↗
01
Campaign insight
The most meaningful jewellery is not remembered because it was expensive. It is remembered because it was there at graduation, on holiday, during celebrations and ordinary Sundays.
02
Creative direction
A series of black-and-white photographs of meaningful life moments. Only the jewellery remains in full colour, with each image paired beside its full-colour version.
03
Campaign line
Worn through every chapter. Supporting line: Some memories never fade. Neither should your jewellery.
04
Formats
Editorial campaign photography · Instagram carousel series · short-form video · website landing page · email · in-store visuals · paid social adaptations.
05
Why it works
Worn Through Every Chapter builds emotional value by presenting jewellery as something that accompanies life rather than a trend worn once.
Study 03Fictional hotel brand · mock case study
Mock concept for Maison Solenne
A Stay Worth Slowing Down For
An independent boutique-hotel identity and social-media concept created to demonstrate brand strategy, content planning and visual storytelling.
Example Instagram grid
Example Instagram story concepts
Reel ideas
JOMO: The Joy of Missing Out, a cinematic evening of room service, candlelight, a warm bath and reading in bed.Sleep. Eat. Read. Explore. Repeat, a faster stay diary from breakfast and Vienna walks to a slow evening back at the hotel.
Open full case study↗
01
Concept
A fictional Vienna boutique hotel for travellers who value slower mornings, thoughtful design and meaningful city experiences.
02
Objective
Build a premium Instagram identity that combines editorial storytelling, lifestyle content and local recommendations to inspire future bookings.
03
Audience
Creative professionals, couples and solo travellers aged 25–40 seeking design-led interiors and authentic city experiences.
04
Visual direction
Warm espresso, olive accents, soft neutrals and tactile textures inspired by editorial travel magazines.
JOMO: The Joy of Missing Out, plus Sleep. Eat. Read. Explore. Repeat. Two contrasting stay narratives connect the hotel to quiet rituals and city discovery.
