Social. Community. Experiences.

01 — Project details

YAGA came at an early stage, when the brand needed more than visibility, it needed trust, connection, and people willing to show up.
Operating in a high-touch, relationship-driven space, community and experience mattered just as much as the product itself.

02 — Objective

To move from social presence to real participation, and grow a community that felt involved, not targeted.

03 — Role & Ownership

I worked closely with the founding team across social media, community management, and live experiences, staying involved from direction to execution.

04 — Approach

The work focused on relevance over reach.
Social media became a place for conversation rather than broadcasting, while events naturally extended the brand offline, giving people a reason to connect beyond the screen.

05 — Key focus areas

Social, community, and experiences designed to move people from screens to shared moments.

06 — Impact so far

Social, community, and experiences designed to move people from screens to shared moments. Over the summer, social activity supported yachting events and flotillas that brought the community together at scale.
Alongside this, a new retreat format was introduced, focused on wellbeing and a quieter, more sensory experience, expanding the community toward a different audience.

07 — Results

The work contributed to a clear shift in how the brand operates and grows.
YAGA is evolving from a social-first presence into a platform built around meaningful experiences, with an integrated boat booking system - the first of its kind in Romania - supporting a more structured, scalable business model.