portfolio_2023_Martin_M

CONTENT WRITING RESEARCH BUSINESS DEVELOPMENT GRAPHIC DESIGN INNOVATION
MARTIN MÉSZÁROS
Martin Mészáros /2020
PORTFOLIO
[
Copywriting, Graphic Design
]
Design Thinking
PORTFOLIO
2018 - 2022

Letit flow
“Fishing is not an escape from life, but often a deeper immersion into it...”
- Harry Middleton
A man was fishing at Mariager Fjord nearby Hobro one day. He
was standing still in the water, and the rod was barely seen from
the thick fog. The waves were pulsating quietly, like his breath in
the windless morning. It seemed nothing around bothered him.
He was waiting for the bite far away from the shore, while his
bait was floating peacefully underneath the water. Many kinds of
fish approached it: big, small, strange, uneasy, sluggish, gullible,
angry, fickle, rigid, afraid, anxious, and more that were unknown
to him. Which would take the hook eventually? It didn’t matter,
as he released them anyway after a short observation. After all,
he was aware: fish only pass by as the present moment.

Dear reader,
This portfolio showcases my works that
I created for different companies,
school- and course assignments, freelance
jobs, and for friends. You will see some
examples of my works in content writing,
such as copywriting, SEO article, direct mail
and literature reviews.
Design, Technology & Business
Education
Innovation & Entrepreneurship
All the writings have graphics as well,
which I designed alone, or in teams.
There are also projects, where some
graphical skills were also needed, like web
and print materials for ecommerce, handbook
and job ads for HR department, UX
design, for school assignments, and other
informative purposes like for presentations,
social media or packaging.
Journalism
Python
(coming soon)
Copywriting
Fundamentals of
Human Resources
Knowledge is important for me, and
all my works are based on insights
from own and secondary research.
All these projects represent my interests
as well: Mental health, environment, consumerism,
animals, technology, music, literature,
and the future of employment.
Concept development
Companies
Content creation &
Business development
!Note: You can find QR codes on some
pages that ideally would make the ideas
behind the concepts more clear. These external
sources, for example, are my Google
Drive or YouTube where you can see videos,
or companies’ websites, or specific products
and services.
Graphic design
Graphic design
Packaging design
Video editing
Table of content
Martin Mészáros
2023
Content writing ................................................. 2
Innovation & Entrepreneurship ....................... 14
Graphic design ................................................... 22
Email: mrtn31g@gmail.com Phone: +4550/337-856

CONTENT WRITING
My enthusiasm for writing stems from the joy of learning new things while sharing
knowledge with others. To be able to work as a professional in this field, and so
improve at it, I acquired certificates in journalism and copywriting. The pages that
follow are examples of projects and assignments I have produced for courses, such
as advertising features, direct mail, SEO article, and excerpts from literature reviews.
2

What is [not] in the box?
There is always a little deeper breath in December. Regardless of the full shops, decorated streets and endless
Christmas songs on the radio, it seems more complicated to give any useful presents to our beloved ones than last
year. Sure, some of them are an easy hit, but what about the impossibles? How to surprise the forever unsatisfied
- or those who just have everything and need nothing? Let’s be honest: stress like this can easily ruin the whole
holiday spirit. No wonder, the grinchy voice becomes louder in our head and tempts us to buy useless trumpery just
to give something and get away without a qualm. Is it what the Christmas spirit is about: to measure love and care
in things? May pity indeed but nothing would be a perfect gift if we put aside the cynical smile for once and think
about it: nothing is minimalist and never out of fashion. It doesn’t harm your health and the environment. It lasts
forever and cannot be stolen, broken or lost. You can take it wherever, whenever you want. Nothing is also a good
idea for creative minds: it can be painted and decorated any way you like to make it more personal. Besides, it goes
well with a hug, kiss or anything else. Nothing is an honest gift and so much better than many things in life. If you’re
concerned about what to put under the Christmas tree, worry no more because at Fruugo we’ve got you covered
with the best nothing you can imagine: we’ll send you a fancy box with your brand-new nothing inside to have an
authentic present feeling for your lover, friends or family. For further information, please visit us and order it here.
3

Addiction?
Excerpts from the books In The Realm of Hungry Ghosts (2008) by Gabor Maté M.D ,
and Inside Rehab: The Surprising Truth About Addiction Treatment – And How to Get
Help That Works (2013) By Anne M. Fletcher.
I found it interesting how the term
addiction is defined: Both resources
originated differently: “The term’s
original root comes from the Latin
addicere, “assign to.””, while the other
explains “The word “addiction” comes
from a Roman law having to do with
“surrender to a master.” Today, which
basically means since the last century,
the definition of addiction is “Any repeated
behaviour, substance-related or
not, in which a person feels compelled
to persist, regardless of its negative impact
on his life and the lives of others.”
While in the time of Shakespeare it
meant “addiction referred simply to an
activity that one was passionate about
or committed to, gave one’s time to.”
As in the module was also mentioned,
addiction is classified as a disease, but
even AA cofounder Bill W. shied away
from the notion that alcoholism is a
disease. And seemingly many professors
follows: Dr. Vincent Felitti (Clinical
Professor of Medicine at the University
of California) wrote that “The current
concept of addiction is ill-founded.” He
was the chief investigator in a landmark
study of over seventeen thousand middle-class
Americans for Kaiser Permanente
and the [U.S.] Centre for Disease
Control, where he concluded that “The
basic cause of addiction is predominantly
experience-dependent during childhood,
and not substance-dependent.”
Lance Dodes (psychiatrist at the Harvard
Medical School Division on Addictions)
seems to be on the same page: “Addiction
is a human problem that resides in
people, not in the drug or in the drug’s
capacity to produce physical effects (...)”
Gabor Mate argues that “Addiction is a
complex condition, a complex interaction
between human beings and their environment.
We need to view it simultaneously
from many angles—or, at least,
while examining it from one angle, we
need to keep the others in mind. Addiction
has biological, chemical, neurological,
psychological, medical, emotional,
social, political, economic and spiritual
underpinnings”. And John Cacciola,
PhD (Associate Professor of Psychology
in Psychiatry at the University of Pennsylvania)
also mentioned: “The issue is
one of getting a multidimensional assessment.
In other words, if the questions
are all about drugs and alcohol
(how much you used and what you’re
going to do to stop using) and that’s it—
but you’re not asked about your family,
work, and psychiatric problems—that’s a
bad assessment.”
It doesn’t always turn out why one has
an e.g. a drinking problem: Is it because
of excessive stress at home or at work?
Whatever the cause is, the problem
probably stems from a traumatic experience
in the past. It turned out that she
had been in a treatment program and
had after-care, which had ended recently,
though it’s unclear which program
she had taken (12 steps or something
alternative). But maybe it doesn’t matter,
as Anne M. Fletcher mentions in her
book: A number of studies have shown
little or no difference between programs
implementing such “evidence-based
approaches” and those that do standard
“treatment as usual.” (According
to John Kelly, PhD, of Harvard Medical
School’s Center for Addiction Medicine
at Massachusetts General Hospital, the
term “treatment as usual” typically refers
to what goes on in addiction programs
when “counsellors choose what
they implement”, as they see fit, without
following a manual or sticking to
established clinical guidelines.”
[End of excerpt]
4

Dear Emily,
”Woof, Meow... the language of love is wordless.”
- St. Jerome Animal Care & Service
I write as the representative of St. Jerome Animal Care & Service. I assume you are busy, so we all would like to thank you in advance for taking a few minutes
to read this letter; It may save lives.
Who we are
St. Jerome Animal Care & Service is a family-owned non-profit organisation in London. It was founded by my father Ace Ventura in 1992 who had a vision of
a place where the doors are always open for helpless pets in need.
What we do
My parents opened the shelter when they retired to give a second chance for the abandoned, abused or sickened animals and find a new home where they
are all appreciated. In the beginning, the place could care for 50 animals: comfortable space, food, medication if needed, and the most important thing of all:
love. 25 years later we have managed to help over 10,000 little fellas and 98% of them were adopted by loving and caring families. Of course, this success
would have not been made without help: Fortunately, over these years we have been blessed with devoted people who shared the same vision and helped the
cause voluntarily. Our ethos is that we never leave or say no to anyone from 0 to 8 legs in trouble – no matter what or when.
Our problem
Sadly, more animals end up on the streets because people seem to be more irresponsible over the years. So we had to work out a plan to cope with this
hapless demand by:
Upgrading the shelter to increase capacity (from 400 to minimum 500)
Expanding our services to other animals (snakes, spiders, fishes, birds)
Creating a course for the owners (ethics, treatment, care)
Training dogs for authorities and the handicapped
Making these upgrades would significantly help these animals to live a life they deserve. Unfortunately, we don’t have the funds to make this plan happen,
because we need sponsors. And this is where you and your company can help.
What we can offer to you
Our current budget is enough for maintenance, medicines, food, transport and other administrative costs. We believe your company is ‘compatible with our
vision, hence we would make great partners. To help our cause we need a minimum of £5,000 per year For this amount we can offer you:
Appreciation and recognition on social media and interviews
Possibility to name a room after your company
Your brand appears on banners on open days
Show your logo on our website and uniforms
Promotion of merchandise at main events
This offer is negotiable, and we are highly open to any ideas. Once again, we cannot express enough how grateful we are for considering our proposal.
Furthermore, we would like to invite you and your family/colleagues for our Open Day on 09.02.2019. This is an opportunity to meet and play with the animals.
It is fun for everybody. And who knows, maybe you’ll meet your newest friend here.
With warm regards,
Envelope Design
r Emily,
”Woof, Meow... the language of love
- St. Jerome Animal Care
Jesse Ventura
Owner
www.st-jerome.org
Sealed
5
Unsealed

Entrepreneur Isac Bloom provides IT
support and computer maintenance in
Portsmouth. His profession became duty
when faced with a personal emergency
back in 2017. A year earlier, Isac
was a 26-year-old fresh graduate from
the Imperial College, London. With his
computer science diploma, he wanted to
find a proper job, marry to his girlfriend
and settle down in a quiet town to live
a peaceful life. He moved and found a
job at a Portsmouth IT support startup.
Isac bought an engagement ring for
his girlfriend Kayla from his first salary,
and proposed to her on the first night
they moved together. Not long before
their wedding day, his fiancée Kayla
became ill from a rare kidney disease.
So, hospitals and other institutions
were left with an unsecured IT support
package in Portsmouth. Because of
the virus, the list of potential donors of
organs was inaccessible and the doctors
were helpless when they told Isac
the news. Although he knew about the
cyberattack, Isac could do nothing to
help the hospital and Kayla. It was too
late to save the computers and recover
the data. It was only luck that Isac’s
blood type matched Kayla’s. And he
was able to offer his kidney to her. So,
Kayla was saved and cured. They went
home, and after a short delay, they
got married at Portsmouth Cathedral.
After the ordeal, Isac wanted to prevent
others from such an experience like his.
Lying in a hospital bed, waiting for an organ
transplant. Despite the ominous diagnosis,
doctors at the Queen Alexandra
Hospital should have been able to cure
Isac’s bride-to-be. 2017 was also the year
when at least 25 NHS hospitals in the UK –
including the Queen Alexandra Hospital
in Portsmouth - were cyberattacked by a
ransomware known as Wanna Decryptor.
This virus corrupted computers
with outdated Windows XP and paralysed
the IT systems causing headaches
for doctors and endangering the lives
of patients like Kayla, though NHS was
aware Microsoft had stopped providing
updates for Windows operating systems.
Learning from the past he acted fast, and
established his tech company to help
those who need Portsmouth business
IT support, and other computer- based
security services like cybersecurity and
cloud computing. His team provides
support for schools, hospitals, and businesses
in the public sector. The company
works with several computer repairs
in Portsmouth and in other cities. If we
can learn anything from this story, it is
that we should take seriously information
technology from now on. And take
care of our computer either for corporal
or personal use, because who knows:
One day, lives might could depend on it.
Given search phrases
for this SEO article
Computers need doctors too
• Computer maintenance in Portsmouth
• Portsmouth IT support
• IT support package in Portsmouth
• Portsmouth business IT support
• Computer repairs in Portsmouth
6

Cock-a-doodle-doo to all the young folks who’ve left the motherland
with homesick hearts. And to you, who’s been washing dishes
and cleaning toilets in the second-biggest city of Hungary: London.
The time of human politicians has ended. Especially for youknow-who,
that manifests corruption, cynicism and chicken shit.
Wasting fortunes – instead of us - they have ultimately fallen into
discredit by becoming tasteless jokes, so they all can lick my chicken bone.
As a selected parliamentarian, the following points would be proposed:
STAND UP FOR THE RIGHTS OF PLANTS AND VIRUSES
ETERNAL LIFE AND FREE BEER FOR EVERYBODY
PATCH THE OZONE HOLE
TWO SUNSETS A DAY
BAN ILLNESSES
Lend me your trust and vote for the bravest rooster of Europe!
When: April 8, 2018 ◆ Where: London, Westminster Ave Westminster Cathedral ◆ Civil name: József Tichy-Rács
Web: www.ketfarkukutya.mkkp.party ◆ Phone: (+36) 30 – 456 – 3215
E-mail: elections@mkkp.hu
7

How to achieve customer loyalty?
Marketing specialists, economists, and academics have been trying to define and predict
consumers’ behavior from the last century until today. In the 50s it was already described
that loyal customers are the main source to do advertising in a market as a way of wordof-mouth
publicity (Brown, G.H. 1952), which can be seen as accurate for that time, but
regarding the following research papers and studies presented in this project, it seems the
ways to achieve loyal customers are based on various internal and external factors (Rayruen,
Miller, 2007) from both sides.
Definitions
Because customer loyalty has been studied for decades, there are several definitions on
what exactly this phenomena means. Sallberg (2004) in her publication collected six different
definitions on customer loyalty to show how this phenomena were defined in the 90s:
Source
Definition
Customer Satisfaction
As it was mentioned before, customer satisfaction plays a significant role in customer loyalty
because it seems loyalty is evolving from satisfaction which is influenced by the perceived
quality and perceived value as it is presented below.
Stages to achieve customer loyalty
Customer satisfaction is defined by Kotler (2010) as a consumer’s feeling of pleasure/disappointment
resulting from comparing a product’s perceived performance in relation to its
expectations. In online marketing, the term satisfaction refers to the customer’s judgment
of their internet experience as compared to their experience with traditional offline service
providers or retail stores (Tan & Tung, 2009). Therefore it is important for online service
providers to understand their customers’ perceptions of them because the reflection of
satisfaction and pleasure defines the level of customer satisfaction towards the given online
service provider. Arora (2013)’s model shows a relation as well between actual and expected
satisfaction outcomes:
Definitions of customer loyalty
According to Sallberg’s (2004) findings, the six definitions above share the factor of purchasing,
meaning that customer loyalty is related with the act of purchasing. As it is presented
above, some factors like “attraction to a brand”, “repeat patronage”, “purchase frequency”
and “continuity” are all connected and play a significant role in customer loyalty.
In another study, Oliver (1999) defined loyalty as a deeply held commitment to re-buy or
re-patronise a preferred product or service in the future. Inamullah (2012) defined customer
loyalty as the willingness of a consumer to purchase the same product or service, and keep
the same profitable relationship with a particular company.
Customer loyalty?
It seems a common agreement on the importance and key role of customer loyalty in current
market situations (Lin, Wang 2006) but It still seems difficult to understand the key
psychological factors that make a customer loyal towards a company product or service
(Chen, Hu 2010). It has been argued that once a company understands its customers’
mindset then they can make a long lasting profitable relationship, which can automatically
make them loyal (Inamullah 2012). However, the measurement of loyalty is still the most
effective if we can observe a given company’s customer and its buying behavior towards
the firm product or service and how it gives preference and also suggests to others in their
environment (Kim, Yoon, 2004). In their research, Bagram and Kahn (2012) tried to find
the key role of consumer behavior and consumer attitude towards customer loyalty. They
concluded that Perceived Value (PV), Perceived Quality (PQ) are the main key factors to
achieve customer loyalty.
• Perceived Quality (PQ) - Perceived quality is one of the critical elements in consumer
decision-making. Optimally, they compare the quality that company “A” offers against its
competitors regarding the price of a given product or service (Jin and Yong, 2005). Zeithaml
(1988a) argues that perceived quality is not necessarily the actual quality of brands or
products but the consumer’s judgement about a product’s or service’s overall excellence.
This judgement is usually based on intrinsic and extrinsic informal cues which in his other
research had defined by Zeithaml (1988b): The intrinsic cues are related to the product’s
physical characteristics such as its appearance, performance, features, reliability, conformance,
durability and serviceability. While the extrinsic cues are price, brand name, brand
image, company reputation, manufacturer’s image, retail store image and the country of origin.
So these quality informational cues collectively play a significant role that influence and
creates customer satisfaction, which leads to customer loyalty later on (Bagram & Kahn).
• Perceived Value (PV) - Similarly to Yee (2011), the term “value” is referred to in this project
as a judgement of preference by consumers. According to Zeithaml (1988b), perceived
value is the customer’s overall assessment of a product or service based on its perception
of what is given and what is received. Stonewall (1992) defined value as a collective of
product features, quality terms, service, delivery and price. But he noted that consumers will
consider something valuable by their own terms. Yee (2011) determines value as the function
of overall quality and price of a company’s products or services compared to its competitors.
Bagram and Kahn (2012) argues that consumer satisfaction is only achievable if
company “A”’s customers bear fewer costs and get more benefits from a product or service.
Which means there are two ways to approach consumer satisfaction: Either reducing costs,
or increasing benefits. They defined four types of benefits (product benefit, service benefit,
personnel benefit and image benefit) and four types of costs (monetary cost, psyche cost,
time cost and energy cost) which they prioritized product benefit as the more important but
also stated that importance is based on a product’s or service’s own nature and the target
segment, so it is advised for companies to decide by themselves which factor is more important
for their customers (Oliver, Swan, 1989).
The findings of Bagram & Kahn (2012) also show that customer satisfaction has more
contribution for customer loyalty than customer retention, which allows me to conclude that
customer satisfaction plays a significantly bigger role in terms of loyalty if a company pays
more attention to the value (the balance of costs and benefits which favours the customer)
and the quality (intrinsic/extrinsic informal cues) they propose for their customers. In
another study, Kotler (1994) stated the significant concept that the key to customer retention
is customer satisfaction. Therefore, the customer satisfaction phenomena need to be
researched to see what factors influencing the Perceived Quality and Value by customers
which eventually would lead to customer loyalty.
Actual and expected satisfaction outcomes
Regarding the statement above, to be able to potentially reach loyalty, an online service
provider should not only provide the same experience as its customer would expect it in a
“traditional offline” platform, but the firm should even exceed those expectations to reach
customer loyalty. Frederick (2000) also considered the importance of the relationship between
satisfaction and loyalty and found it applicable for e-commerce businesses. Another
aspect of why customer satisfaction is important for (e-commerce) companies, as Rust and
Zahorik (1993) stated, is that greater satisfaction among customers would increase the
intent to repurchase while decreasing the perceived need to switch online service providers,
thereby increasing customer repurchase and ultimately enhancing profitability of the
organization, while a high level of satisfaction provides the customer with repeated positive
reinforcement that would create commitment and loyalty.
Trust
Building up trust in customers is said to be a critical success factor for businesses (Bryant
et al., 2002). Studies have shown that the customer’s trust towards the service provider
correlates with the amount of satisfaction they gain from the transaction (Razzaque et al.,
2003). In physical shops, it is easier for the business to gain trust because the direct contact
and the first-hand experience of the product or service provides the customer with a sense
of security. In e-commerce, on the contrary, the lack of trust is supposedly the main obstacle
since missing out on personal interaction with the service provider affects the confidence of
the potential buyer in following through with the online exchange. (Rexha et al., 2003) There
are more aspects in online purchases that would induce distrust in the customer, such as
not knowing if the acquired item has the expected quality that was stated on the website or
if the business delivers on time, moreover they have to trust the business with their sensitive
personal data, such as delivery address and credit card number, in order to complete the
transaction. Therefore, looking into ways of building up a so-called e-trust is very important
for online businesses. The three principal components of trust were identified by Kim et
al. (Lee et al., 2007), which are ability, benevolence and integrity. Showing up these three
aspects can be a passport to the highly appreciated customer trust, which eventually contributes
to both loyalty and commitment. (Pratminingsih, 2013)
Commitment
(Morris & Swait, 2008) define commitment as a desire to continually invest in a relationship
by willingness. Some researchers (Garbarino & Johnson, 1999), (Heidt 201014) stated that
commitment - as the most important attitudinal measure - is a significant indicator of loyalty.
The reason for that is commitment often indicates either an emotional or psychological
attachment towards a specific brand or a product. Commitment between customer and a
firm - regardless if it is an e-commerce or offline company (Fullerton 2005) - is important
to maintain a healthy business relationship, because if it lacks, the relationship would not
sustain and eventually debase the satisfaction between involved parties (Garbarino & Johnson,
1999). In the study, Pratminingsih (2013) determined a customer’s orientation toward
a relationship is based on both emotional bond (affective aspect) and on the conviction that
remaining in the relationship (cognitive aspect). So commitment acts as antecedents of
repeated repurchase behaviour (Luarn & Lin, 2003) which, as previously stated, helps to increase
customer satisfaction. And Fullerton (2005) stated that e-commitment has an impact
on e-loyalty. Therefore, it allows me to conclude that the dynamics of commitment operates
the same way online and as well offline if the cognitive and affective aspects are optimal.
Trust with
sensitive
information
Trust with personal
information
Interest and preference
over other options
Baseline relevance and trust
that needs can be met
Hierarchy of trust - The five levels of commitment
Willingness to commit to an
ongoing relationship
8

Customer Experience (CX)
As it was mentioned before, A customer experiences his or her journey on the internet
as he or she would expect in an offline environment. Researchers had acknowledged the
importance of customer experience there is still no consensus on what exactly customer
experience is constituted of, but Mahr demonstrated that the physical, social and cognitive
dimensions are often used to conceptualize the customer experience (Mahr, et, al., 2019).
Though there have been proposed several ways by scholars to measure CX, but all of them
seemed incorrect due to focus on a single dimension (Siqueira et al., 2020). Grewal et al.
(2011) concluded that if a firm provides superior experience to its customers then it will affect
positively customer behavior e.g. higher customer satisfaction, more frequent shopping
and larger buying will which are all key elements of customer loyalty. Similar conclusions
were obtained by Fernandez & Cruz (2016), who confirmed the positive effects of good
customer experience such as loyalty, satisfaction and word-to-mouth advertising. In another
study, Tapar et al. (2017) showed that well maintained customer experience has positive
effects on customer satisfaction that also influenced positively commitment and revisit intentions.
Some researchers like Klaus and Maklan (2013) also recognized the relationship
between customer experience and customer loyalty. They also proposed that CX is even
more efficient in indicating and predicting customer loyalty than - as previously mentioned
- customer satisfaction. Fernandes and Pinto (2019) also found positive relations between
good CX and relationship quality and customer retention.
Cognitive Experience
A cognitive experience can be described as the conscious mental process such as thinking,
using creativity or problem-solving that allows a consumer to rethink their assumptions or
expectations about a product or service (Schmitt, 2010). In their paper, Pekovic & Rolland
(2020) stated that even today, there is still a little amount of research that examined how
consumers perceive their experiences cognitively. They also observed that most customer
experience studies have focused primarily on affective evaluations of experiences which
seemed relevant rather at the start of the customer experience instead of cognitive evaluations
of experiences, which - as it suggested by Kranzbuhler et al., (2017) - might become
more relevant and significant in later stages when the customer gains more information.
Customers are usually driven by rational and cognitive experiences when they, e.g. interested
in goal-oriented shopping, or set expectations towards a product or service. These
goal oriented customers are more likely to consider price and quality of a product as their
prior determinants of their customer experience than impulsive customers (Pekovic & Rolland
(2020).
Brown, G.H. (1952), “Brand Loyalty: Fact or Fiction,” Advertising Age, June, 53-55.
List of references
There are six dimensions defined in Pekovic and Rolland’s (2020) journal which are affecting
customer experience. These dimensions are Emotional experience, Sensory Experience,
Social Experience, Behavioral Experience, Technological Experience and Cognitive
Experience. Each dimension has its own peculiarity, but Havir (2017) argues that they also
exhibit similarities in a way. Some research showed and agreed on that alternative configurations
of various dimensions could lead to superior performance including CX (Delmas &
Pekovic, 2018),Pekovic and Rolland’s (2020):
Emotional Experience
Emotions play a significant role in the act of consuming (Westbrook & Oliver, 1991) thus we
can say that emotions impact the perception of customer experience and could potentially
provide effects and predictions of consumer behavior such as customer preferences, evaluations,
recommendations and purchase and revisit intentions (Westbrook, 1987). Generally
speaking, emotions that are present at the moment of consumption provide antecedents of
loyalty and an affective experience influences loyalty more directly as well as affect commitment
(Dube & Menon, 2000), (Iglesias et al. 2011). And Ou and Verhoef (2017) present
that emotions influence the effectiveness of loyalty: negative emotions harm loyalty, while
positively received customer equity could amend loyalty.
Sensory Experience
Sensory experience is related with the shopping environment: the atmosphere, the brand,
the products, the services and everything that cause aesthetic pleasure, excitement or
satisfaction (Gentile et al., 2007). In other words, all the five human senses (sight, smell,
sound, taste and touch) are each-by-each connect us to an experience, and they collectively
form a sensory experience (Hulten et al., 2009). Some researchers suggest that customer’s
judgement is influenced by sensory experience, e.g. people tend to stay longer in
a pleasant environment and could generate positive behavioral intentions and might cause
customer retention as well as drive customer loyalty directly. (Pekovic & Rolland (2020).
Behavioral Experience
The reason to take a Behavioral approach is either to record customers’ participation in the
service process, or to capture moments when they devote effort to the process of service
creation as far as they participate in consuming and producing value (Dabholkar, 1990).
If customers feel involved and co-producing, they are more likely to share new ideas and
problems with the given firm (Chen et al. 2011). This is due to the argumentation of Ranjan
and Read (2014) who suggest that co-production involves a cooperative act of satisfaction
for the customer because they provide resources and effort to support a process. Thus
co-productive behavior not only influences their engagement toward a brand but also effectively
predicts customer satisfaction and loyalty. (Ranjan & Read, 2014).
Social Experience
Gentile et al. (2007) describe social experiences emerging from social contexts and relationships
that are present during consumption processes. This means for example that employees
in a physical shop could affect customer experience through their behavior. Garg et
al. (2014) goes even further and suggests that frontline employees are the main influencers
of customer experience in case of employee-customer interaction, which can support the
development of customer loyalty. In Lemmink and Mattsson’s (1998) paper show that when
customer’s expectations are unmet and have a negative customer experience, but then
perceived positive attitude e.g. warmth or empathy from an employee, the outcome still can
be perceived positively and still could obtain loyalty as also Nysveen et al. (2013) argue.
Technological Experience
Verhoef et al. (2009) argues that technology-based services and delivery systems are
integrated to shopping - especially for e-commerce companies - therefore technological
experience should be a key element of customer satisfaction. However, the relationship between
CX and technology has not been investigated enough yet (Pekovic & Rolland (2020),
though Gilboa et. al (2019) have listed how firms apply new technology to improve customer
experience e.g. virtual reality and AI based customer service bot that operates 24/7 which
adds value to the shopping experience. A human-computer interaction research also affirms
that when people use technology for the intention of consumption, it also affects their overall
experience (Borsci et al., 2015). Another research also shows that online experiences could
be predictors of online customer satisfaction. Furthermore, another study indicates that
online experiences influence customer loyalty through cognitive dimension, satisfaction, or
purchasing intentions (Brun et al., 2017).
Rauyruen, P. and Miller, K.E. (2007), Relationship Quality as a Predictor of B2B Customer Loyalty. Journal of Business Research, 60, 21-31
Sällberg, H. (2004), On the value of customer loyalty programs : a study of point programs and switching costs, Linköping
Oliver, R.L. (1999), Whence consumer loyalty? Journal of Marketing, 63, 33–44
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Lin, H. H., & Wang, Y. S. (2006), An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43, 271-282
Chen, P. T., & Hu, H. H. (2010), The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets
industry. International journal of hospitality management, 29, 405-412.
Kim, H.-S. and Yoon, C.-H. (2004), Determinants of Subscriber Churn and Customer Loyalty in the Korean Mobile Telephony Market. Telecommunications Policy, 28,
751-765.
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Research
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of Economics and Business Administration 3 (1): 47-57,
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pp. 21-35
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Ecommerce Research, vol. 10, no. 3, pp. 155-177
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2, Issue 2, February
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vol. 12, no. 3, pp. 161 -169.
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9

Towards ZERO
CO2 has become the new KCAL in this century and we at Carlsberg
Group are going on a diet. Companies and businesses are verily responsible
for climate change so we decided to hold the line and limit
global warming on a sustainable level: We plan to reduce the CO2
emissions in our breweries to zero by the year of 2030. If you are
curious about how, and want to know more about our mission, then
simply just scan this QR code on the right and you can read further.
10

Brief history History of psychedelics
of Psychedelics
in western Medicine medicine
The use of herbs for both external and internal
healing has existed since ancient times. Meanwhile,
people of that age learned about each plant and its
healing effects.
Cases of the use of hallucinogens have been known
since the time of the ancient tribes, but these
types of plants could only reach civilized Europe
after colonization. Before the Victorian era, opioid-containing
plants were already consciously but
intuitively used in Europe to treat certain ailments
and problems. After this period, in the late 19th
century, a German pharmacist became acquainted with
the so-called peyote cactus, from which mescaline
could be extracted.
DMT
Indigenous people have used DMT for healing and transformation for ages,
and more lately, science is confirming this. In a recent assessment on the anti-depressant
properties of 5-MeO-DMT, researchers from Johns Hopkins discovered
that use of the substance led to dramatic improvements in wellbeing;
among 362 people, around 80% of participants reported reductions in anxiety
and despair. Another rat study discovered that DMT microdosing also resulted
in beneficial changes with anxiety and depression.
High curiosity was shown in this topic until the
1920s and a German pharmaceutical company synthesized
and patented the MDMA which was then shelved
until the mid-1950s. Meanwhile, synthetic mescaline
has been produced and recommended throughout Europe
and North America.
Over the next 10 years, synthetically produced mescaline
is available and the effects of a fungus
growing on a rye plant are reported, and then patented
and sold as LSD-25 by the end of the decade.
The more serious use of these agents really started
in the 1940s. It was initially used in psychiatric
cases or in people with schizophrenia. Conclusions
were drawn and LSD was given as an antidepressant to
patients with schizophrenia. By the end of the year,
this drug was taken to the United States, resulting
in significant activity over the next 10 to 20 years.
During the 1950s, psychedelics went a long way
around the world, including a variety of therapeutic
treatments, including alcoholism, migraine, writer’s
block, frigidity, sexual perversion, pathological
gambling, immaturity, character disorder and
psoriasis, homosexuality, etc. The drug also experienced
popularity and in some places also experienced
a ban. There have been many attempts to combine and
administer the agents.
In later years, research, applications, and discoveries
took place at the same rate, until it became
illegal in most places. It was then that its popularity
declined and slowly, but surely people became
dismissive over the years due to the strong influence
of the media and press.
Nowadays, researchers already have much more accurate
information, and it seems that dealing with
psychedelics and their use are experiencing a renaissance
and are becoming more and more popular,
possibly due to growing population diseases such as
everyday stress, anxiety, depression, loneliness,
and so on.
LSD
Lysergic acid diethylamide, commonly known as LSD, is a fungus species that
parasitizes grains and a plant derivative. barely visible with the unaided eye. In
the 1950s and 1960s, many human experiments were carried out in America;
they are still utilised today for amusement, as well as in psychological and psychiatric
issues. It has a hallucinatory effect that is comparable to mescaline’s.
When a person sees colours, their perception of those colours becomes reality.
For instance, seeing the colour blue is obviously connected with the cold; while
under the influence of LSD, it is possible that the person starts to shiver. This
is one of the most unusual consequences that this drug may have. It does not
result in brain damage. The positive effects of the constant are reported in
many places.
Psilocybin
Psilocybin or its derivative, psilocin, are present in more than 180 kinds of
mushrooms, and Mesoamerican spiritual and religious rites have traditionally
used the fungus. They are also among the most well-known and often used psychedelics
in the United States and Europe. But psilocybin mushrooms are not
merely a drug or a religious ritual: Cluster headaches, obsessive-compulsive
disorders, anxiety, depression, post-traumatic stress disorder, and addiction are
just a few of the conditions and disorders they have been used to treat in therapeutic
settings. Recent resurgence in research into psilocybin’s therapeutic
effects is also yielding encouraging results.
11

startSmaller
What do we really need? Air, food and s...songs.
And you can have it with the IV.th gen iPod Shuffle.
Sure, you know all about Apple. But do you know Shuffle?
Wherever you go, whatever you do, this device will play the
music. Either you use it on a sunny, snowy or a rainy day:
It survives. ~ 400 songs fit in this tiny beast, so be in any
mood, happy or sad, active or chilled - you can count on
it. This is the tiniest audio player you can have: sized like a
coin, and it’s only buttons. Like other Apple gadgets, it lacks
superfluous parts which could ruin this simple design. You
can skip to the next or step back to the previous track. And
easily manage the volume while listening to your playlist in
shuffle or linear mode. After three years, the battery life can
still last more than 10 hours. It makes boredom disappear
when you walk, travel, work, or exercise. Even when pocketless,
just clip it on and listen to the music you
29 MM
ACTUAL SIZE
31,6 MM
4 LINES 1 CUP
A slow queue at a local bakery in Budapest downtown.
It was just another morning in March, but it didn’t move
as usual. I checked up the front to see what was going on there.
A woman was performing a poem to the cashier. When she finished,
she took her stuff and left. The line was moving towards. Some people
gave notes to the cashier, who smiled and then served them.
When I asked for bread and coffee and the cashier responded:
‘Do you know any poem? Write it down and get your coffee gratis.’
I wrote the only poem I knew on a napkin:
FRANCOIS am I, — woe worth it me!
At Paris born, near Pontoise citie,
Whose neck, in the bight of a rope of three,
Must prove how heavy my buttocks be.
It was short and a bit incorrect, but the cashier was smiling. So
as I as paid only for the bread and. Later it turned out that day
was 21st March, the international day of poetry. When you can
pay for coffee with poems at some places like BreadPit. Guess
I was wrong when questioned the purpose of learning poems in
highschool. Sorry, Mr. N. !
12
=
@

КАЛАШНИКОВ ЦВ-1
Past and future in one
The name that refers to potency, reliability and simplicity.
The name that made Eastern Europe more well-known.
The name that revolutionized an industry.
Have you been thinking about the future
recently? Where we are heading and how?
The time has come to start to think green
and increase environmental awareness.
Maybe this is the time to consider your next
car to be an electric one. Maybe your next
car should be a Kalashnikov.
After guns and vodka, the Russian company
has introduced its first electric vehicle. The
exterior of the CV-1 is influenced by the 70s
which provides a nostalgic vibe.
The clean designed kombi runs on 18” rims,
has LED lamps and authentic handles, and
a beast hides beneath the hood with 680
horsepower. It gets from 0-100km/h in six
seconds. This performance is supplied by
90-kWh battery, which assures the driver
that they can take the whole squad as far
as 350 Km.
This vehicle is optimal for families, couples or
lone rangers on the road. It is stylish, forceful
and eco-friendly, so you can be confident
in your car while saving the planet, and reducing
the smog without being a snob.
13

Licensed games,
Esports compatible.
CS:GO, LOL, WOW
Government as we help in the
implimentation of the govermental
national plan.
- Culture (Aarhus women mesum)
- Universetites (STEM - oriented)
- Elementary / High schools
- Related esports companies (Steam)
- Electronic shop (Elgiganten, power)
Internet café
Technical and
team support
influencers
Coaches
Collectively agreed and
individually signed documents
and house rules.
User profiles
Server and
storage for
the website
- Customer service
- VR Chat
- Sales / Marketing (B2B)
GIRLS <20
Pros could train and share their
knowledge with the newcomers and
lead them through grassroots levels
to elite. With technical skills and
ethics that sportworhy
Bests of the in house competitions.
Sponsoring Pros.
Users can communicate wit each other
online (or vr) and could see latest
informations and updates on tournaments,
self development and competitions
(Footages, level design etc.)
Denmark seems want to increase
sustainable business models: create
growth and employability recognition
on the international esports market.
From local to global.
ESPORTS ATHLETES
EXPERIENCED GAMERS
Value exhange for service
Economical flow
INNOVATION &
ENTREPRENEURSHIP
About
SCALIBILITY
Innovation & Entrepreneurship was my top-up bachelor
program at Business Academy Aarhus. I developed
a mindset where play, empathy, creativity,
imagination, experimentation and reflection as
skills are all practised. Hereby you will see projects
that I was working on. There are business model
creation and development, concept development,
and product development. They were all based on
primary research made by me or the team I was
part of. These projects reflect on social and environmental
issues. And because my studies had been
taken place during the pandemic, I also tried to find
releasers for the pain that the Covid-19 caused.
STATE
INSTITUTIONS
COMPANIES
GAMES
Business plan for blin<
LABORMARKET
RULES
PLATFORM
MGMT
CHAT/SUPPORT
AM
LEAGUE
COMMUNITY
PRO
KNOWLEDGE
EXCHANGE
esports
Games
The games were also a pain.
Popular titles in esports are
designed for male audience.
So we re-created the icons
to have a friendlier look.
Next-Gen League
NGL is the model where we
chose the best players and
trainers from our platform,
and create a team of pro
and confident players.
Space for development
In 2019, the Danish government
made the national plan for esports.
It defined the long-term goals and
highlighted problems that prevent
talent development in esports.
One of these problems is the lack
of female athletes and recruits.
Communication
Concept Video
From research, it turned that girls who play video games online
are often bullied. Therefore we kept a positive and playful tone.
14

Know
Your
Clothes
An app for
awareness
& education
KYC/METERMETER
LANDING PAGE
DESCRIPTION OF THE
TENCEL FABRIC
Fast fashion is the second
most polluting industry in
the world and for this issue,
we created KYC to educate
people on sustainable alternatives.
Meter Meter is
a store in Aarhus that sells
sustainable fabrics and we
designed a new label tag for
them which can be ironed to
the clothes and get useful
info about the fabrics on an
app through the QR code.
KYC IRON-UP LABEL
INFORMATION ON THE
TENCEL FABRIC
15
TENCEL COMPARISON TO
COTTON

CONCEPT DEVELOPMENT
Optimization of employee life-cycle
priorities when choosing a workplace (age 20-21)
I was a project consultant intern at the company which struggled with recruiting
engineers, and wanted also optimize the pre- and on-boarding processes
within their organization. To find solution to their problem, our team
used exploratory research methodology to have a deeper understanding
in human resources management, and mapped out the best practices at
other successful corporations. After that, we reached out to our networks
and looked for engineers to make interviews about their job preferences,
and asked them if they remembered their on-boarding period to find out
what worked and didn’t work for them. This helped us designed the right
questions for the internal interview with freshly hired employees at PR.
Thanks to their insights, we got a clear picture how a company with similar
domain should attract and treat their employees to maintain well-being at
the workplace.
employee benefits you think is important (age 20-21)
Affinity diagram from internal interviews
Findings
The internal interviews showed that employees in general
feel good at the company, but the communication
between newly hired employees and their managers
could be more effective with some optimization and
scheduling while they are on the preboarding stage.
From the collected data, it was clear that other priorities
and benefits have a big role when choosing a workplace
besides salary: We conducted a survey among electric
engineer students at Aarhus University to find out what
the new generation of engineers would prefer and could
influence their decision:
• Freedom with responsibility
• Workflow
• Social environment of the workplace
• Lunch scheme
• Mentoring
• Social gatherings after work
16
4

Handbook for managers
PR electronics is present at several
countries around the globe, so we created
a handbook which present standardized
guides for managers to help
them with the hiring and on-boarding
processes to not miss anything during
the time.
The book has 24 pages filled with
guides, tips and templates for different
tasks that the managers need to keep
in mind. It also gives suggestions for an
optimal welcoming gift for the newly
hired employees based on research. The
layout follows the design manual of the
company and keep its brand identity.
Job ad at AGF stadium in Aarhus
17
5

Opening new channels
Home wine tasting
This is my internship and bachelor project at Pannonvin which is a webshop in Denmark selling
Hungarian wines and holding wine tasting events in Randers. That time was the quarantine period
through the Covid-19 pandemic when every social events were closed and nobody knew when
they open again, thus the company lost one of its channels and revenue stream. My task was
to find a sustainable alternative to optimize the business model. The idea was to bring the wine
tasting events into the customers’ home and educate themselves with the given materials on the
wine and its culture. To test the concept, I organized a focus group with different demographics and
conducted two surveys to see before and after effects of the event. I designed a leaflet that gives
information about the wines’ characteristics, and see how the Hungarian wines compare to other
wines from Spain, Italy and France in similar price range with blind test. The results were positive
and based on their answers, they increased their knowledge on wines after the experience.
Promising feedback before and after the Home wine tasting
Before
After
Leaflet Information of wine
Feedback from focus group
Findings
Wine Tasting
Focus group
I was able to collect
some insights from
the focus group.
The majority drinks
wine every week,
and the price
range they usually
pay for a bottle is
either low (less
than 40kr.-), or
mid (100-149kr.-).
This insight was
favorable, because
Pannonvin offers
wines at similar
price range. There
were also more
participants who
would or may hold
a wine tasting
event in their
homes.
The home wine tasting kit
18

Product
development
Inventor Ányos Jedlik (the creator of the world’s first electric
motor) is said to have been the first one to devise a way to
create soda water on an industrial scale in 1826, effectively
leading to the beloved combination: The fröccs. Fröccs is
said to be a Hungarian invention and seemed unknown on the
Danish market, so I applied the leaflet idea from before and
took it to the bars for testing the product and concept when
the restrictions were loosed. The results were positive among
internationals and among Danish who had been familiar with
the Hungarian culture.
Fröccs: “A secret for the long lasting life”
Trifold
- Sándor Márai
Feedback
19

Opening new channels
Co-working space
I was trying to find a viable solution for the following problem statement: How might I help
Pannonvin open its physical shop on the Danish market in a way that is appealing to its
target audience while stabilizing the business model due to Covid-19?
How Covid-19 has changed the workflow?
Findings from survey
Randers is a city in East Jutland with
62,482 inhabitants, which makes it Denmark’s
6th largest city. In East Jutland,
Randers is the second-largest city after
Aarhus.
The city has educations within primary
and lower secondary schools, private
and independent schools, special
schools, continuing schools, preparatory
educations, youth educations, vocational
educations and higher educations which
are closed right now but the education
still continues online.
There are two higher-educational institutions
In 200 m radius: One is Pædagoguddannelsen
i Randers and the
other is VIA University College Campus,
Randers. This gives a possibility to aim
and reach a different audience than the
defined one of Pannonvin.
Here came up the idea that we should
rethink the wine bar concept and think in
a hybrid model which could operate as
a café/bar and co-working space at the
same time.
The survey was filled out by 35 respondents
who were female (66%), male
(32%), and one who preferred not to
share its gender (1%) – aged between
20-51 (The majority were between 20-29
(71%)). More than half (57%) of them
are currently students, almost 28% are
working full-time and slightly more than
8% work as a freelancer, 5.7% work parttime
and only one stated that they are
unemployed. The average working hour
per day was mostly stated by 6 hours
(20%) and 8 hours (22.9%) which means
the average working hours per week is
from 30–40 hours.
Almost 90% (88.6%) said their workflow
was influenced somehow by Covid-19
and most of them appointed between
5 (22.9%) and 6 (28.6%), and some of
them marked 9 (14.3%) on a 1-10 scale
where 1 meant less influence and 10
meant complete change. The majority
(91.6%) determined the strength of influence
from 5 points, which means the
effect of Covid-19 had reached Denmark
as well as the other nations worldwide.
In the next question I asked them if
they had tried alternative places to work
during the Covid-19 period where the
majority chose home (60%), then the
library (22.9%) and café (20%). Also,
22.9% said it was not necessary. Then I
asked them which was the most comfortable
and effective in their opinion. The
most comfortable place to work seems
to be home (63.6%), but only 47.1% of
them thought it was the most effective
too. The second most comfortable place
to do work is the library with 24.2% and
this number increased to 35.3% when
they judged it by productivity and effectiveness
view. The third most comfortable
place is café with 9.1% and slightly
increased (11.8%) in effectiveness.
Branding
The logo and the
brand identity
of Kage was
also based on
research, and
was optimized
to the target audience’s
taste. The
research was
evaluated by A/B
testing method
that consisted of
testing in parallel
two different
versions of logos
with similar domains
(restaurants
and cafés).
Therefore, the
logo of Kage
was designed
after the two
most preferred
logotypes, and
colour schemes
that were used
in banners,
menus and other
features.
When they were asked if they could
imagine working in the same place as
now (at the time of answering), 45.7%
responded with “yes”, 22.9% said “no”,
and 31.4% answered with “maybe”.
People tend to use their laptops (85.7%),
phones (62.9%) and desktop computers
(31.4%) for their work. And the next
question was referred to the objects and
environment they see around their working
station (desk)
Flyer for cakes
Flyer for wines
At last, they were asked if they could,
would they do their work/tasks in a café/
bar environment, which respects their
working space and has special offers.
42.9% of the respondents stated “yes”,
25.7% said “no” and 31.4% answered
with “maybe”.
20

The MVP for Kage
The majority prefers an aesthetically pleasing, modern, comfortable and flexible atmosphere while working regardless of age. These features were described as customizable space for every employee
(an optimal space would start from 7 square meters). A modern workspace or design means flexible layouts like movable tables and objects and dividers, sit-stand desks and biophilia design with natural
lightning, which means employees prefer indoors plants or a green zone near their physical place to contribute to human health. Based on these insights, I modelled an MVP that satisfies these needs.
21

GRAPHIC DESIGN
22

Design for agency
I made these works as a graphic design intern at Forthright
advertising agency in Athens. It was fun because the types
of clients and tasks varied from each other: Designing maps
for a tourist agency, posts and banners for companies’ social
media feed themed mostly in fashion, dog food, cleaning
and anti-virus software. Besides these tasks, I also made
logos for hotels, restaurants, cardiology and plastic surgery.
23

LOGOS
Cardiology
This pictorial mark is a sketch
for a private cardiologist. The
idea behind this logo was to
convey a message that says:
“We are here for you.“
Efi Studios
Efi Studios is a hotel based in
Milos island. The idea here
was to design the wordmark
which reflects on traditional
greek architecture.
24

PLASTIC SURGERY
Giorgos Karkatzoulis
is an Orl & Facial
Plastic Surgeon
in Athens. Giorgos
wanted a simple but
recognizable logo
for his office, so I
made this emblem
for him which shows
a single-line shaped
face in blue colour
to reflect competence
and confidence.
MANDOLATO
GELATO
Mandolato is a greek
dessert that our client
sells in ice cream form
in Crete. He wanted a
logo which reflects on
quality and tradition.
I decided to use black
that creates a serious
impression and high
contrast with the van.
Also, I put the map of
Crete to show where
this gelato came from.
25

Design for
ecommerce
The Snoogie was a startup
in Denmark that sold custom
hooded blankets in 2022.
These are some of the works
I designed for the company’s
website and its social media
platforms such as Facebook
and Instagram in a way that
was reflecting the given target
audience. My works included
banners, ads and posts.
Posts for social media
26

Banner for the main page
Samples of products
27

PACKAGING DESIGN
I made this project for Bodylab at UCN. The brief was about to make
a limited edition packaging for the 3rd most popular protein powder
flavour: Strawberry Milkshake.
28

29

“Suicides have become the
second-leading cause of death
among teenagers in the United
States, surpassing homicide
deaths, which dropped to third
on the list”
30
- PRB

Idea#33
There is a campaign in every March called National Nutrition Month. Its purpose is
to emphasize the importance of: consuming fewer calories, getting daily exercise and
making informed food choices. It can be an optimal occasion to call attention to organic
food consuming. Therefore. creating a banner for the greens on the shelves would describe
what vegetable are good for. It would be placed next to the actual product,
and/or in the magazine they send out to households. This campaign would inform
consumers about the vitamins, minerals and other nutrients in their food and diet.
31

SPECIAL
THANKS
ZOOLUFT
Mark
PR ELECTRONICS
Søren
Jens Jacob
Kevin
Tuan
Cecilie
FORTHRIGHT
Agapi
Christina
Stefania
CARLSBERG
Dorina
Michael
PSYCHEDELICS IN
WESTERN MEDICINE
Kincso
PANNONVIN
Erik
Maria
Institut for [X] bar
KYC
Madlena
Mantas
Maria
BLIN<
Abdullah
Kelvin
Mockups and some stock pictures were downloaded from www.freepick.com
All rights reserved for the designers