Question 1

Who are you and what do you do?

Accepted Answer

I am Ekaterina Gushchina — a brand strategist and creative director based in Istanbul. I work with DTC fashion and jewellery founders to diagnose what their current positioning is costing them in revenue, then fix it through brand strategy, creative direction, and visual identity. Over the past five years I have worked with 100+ brands across the GCC, UK, Europe, and the US.

Question 2

Who do you work with?

Accepted Answer

I work primarily with DTC fashion and jewellery brands — founders who have a strong product but whose brand positioning is not communicating its full value. My clients typically have real revenue and product-market fit but are leaving money on the table through discount dependency, a pricing ceiling they cannot break, or inconsistent conversion across channels.

Question 3

How does the process work?

Accepted Answer

It starts with a brand audit call — 60 minutes where I look at your positioning, visual identity, and conversion numbers to identify exactly where the gap is. From there I propose the work that will move the needle most. I do not recommend creative work before understanding the strategic problem.

Question 4

How long does a project take?

Accepted Answer

Brand strategy typically runs 2 to 4 weeks. Full brand identity projects run 4 to 8 weeks. Campaign production depends on scope. Creative director retainers are ongoing.

Question 5

Do you work remotely?

Accepted Answer

Yes. Strategy, identity, and direction work happens remotely. I travel for campaign shoots when the production requires on-location direction — I have worked on shoots across Turkey, the GCC, Europe, and the UK.

Question 6

How do I get started?

Accepted Answer

Book a brand audit call. It is 60 minutes — we look at your brand, your numbers, and where the positioning gap is. You will leave knowing what is working, what is not, and what to fix first.

It’s Mo Moya x Lynyer

IRNBY AI Campaign