From the Founder

Hi, my name is Aygun

I was born in Baku, where I began my professional career in journalism. After working for more than a decade, both in Azerbaijan and later in Belgium, I decided to deepen my branding expertise and continued my education in corporate communication in the Netherlands.

My journey later took me to New York and Mumbai, where I worked in branding, communications, and marketing in international environments. These experiences shaped how I understand brands, messaging, and the way businesses communicate across different audiences and markets.

Over the years, I also worked closely with founders and businesses across the US, Europe, and Asia. Despite the different cultures and markets, I noticed that many of them faced the same challenges - strong ideas, but uncertainty about how to shape them into a clear brand and communicate them effectively.

Along the way, being a mom and managing family life constantly pushed me to reinvent myself and build resilience. It also meant learning new skills, from creative ones like photography to practices such as yoga, while continuously adapting professionally.

These experiences inspired me to create a platform that supports other founders in finding their voice and growing their brands.

Working across continents showed me that effective branding requires cultural intelligence and an inclusive perspective. Campaigns and messages resonate most when they reflect diverse experiences and speak to people in ways that feel relevant and meaningful.

This realisation led me to create CaféShift Studio

Through CaféShift Studio, we bring together branding strategy, communication expertise, creative work, insights, and community to help brands clarify their messaging, strengthen their positioning, and connect with and learn from their peers.

We believe every story deserves to be heard. Let us help you shape your ideas into a brand that people understand.

Also check out what some of the clients say...