ABOUT ME
There's a lot of noise out there. Let's make sure you get heard.
From brand identity to digital products — I help founders, teams, and brands communicate with the clarity and consistency that builds something lasting.
Working with me means… actually, that’s it.
Working directly with me.
That’s the simplest way to put it, and honestly, the best argument I have.
I worked in all sorts of agencies: small, large, and startups. I worked with teams of 10 and 100, and it always ends the same way — everything becomes a business decision, and the message more than likely gets lost.
So, I decided to change something.
If you’ve found your way here, I’m guessing you have too. You won’t get a junior designer learning on your project. You won’t get feedback filtered through three people before anyone picks up a pencil. What you’ll get is direct consultation, a genuine opinion, and someone who is personally invested in getting your work right.
Here’s what I can actually do for you.
[ Art Direction & Branding ]
Finding the one honest thing yourbrand needs to say — and making it impossible to ignore.
Enquire[ Digital Design ]
Every screen, every touchpoint, every interaction — designed as one coherent experience, not a series of isolated moments.
Enquire
[ Design Systems ]
The architecture behind the brand — tokens, components, and governance built to stay alive long after the project ends.
Enquire [ Email & Lifecycle Marketing ]
Strategy, flows, templates, and copy — designed as a system, because an inbox is a brand touchpoint too.
Enquire Certifications
Work experience
I’ve worked across advertising,branding, digital design, and design systems — with global agencies, in-housestudios, and enterprise product teams. Different sectors, different briefs,different problems — each one a new reason to think differently. And after allof that, my curiosity is still very much intact.
Lead Digital Designer
Carnival Group UK (P&O Cruises & Cunard) | 2025 – Present
Design Systems Lead embedded within a cross-functional digital product team, overseeing design infrastructure for two well-known cruise brands worldwide.
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Developed and implemented two enterprise design systems — for P&O Cruises and Cunard — with over 200 components and variants, adopted by Studio, Content, and eCommerce teams.
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Created a comprehensive Figma ecosystem used throughout the organisation; migrated all legacy agency components into smart, auto-layout, token-driven elements.
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Led UX design for P&O Cruises' main Booking Flow, MyCruise section, and onboard guest app, from user research and stakeholder interviews to high-fidelity prototypes and developer handoff.
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Collaborated with front-end developers on design token deployment, CSS consistency, and JavaScript interaction testing.
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Conducted usability studies with the Insights team to enhance web and app features iteratively.
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Mentored three in-house designers, coordinated external teams of 2–3 designers, organised monthly creative ideation sessions, and facilitated company-wide design networking.
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Leveraged LLM and AI tools to speed up design documentation, stakeholder briefs, and concept development workflows.
Senior Digital Designer
Coda Communication | 2021 – 2025
Senior designer at a full-service digital agency specialising in UX/UI, design systems, and digital projects for a diverse international client base.
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Delivered 3 end-to-end design systems — Servomex, SkyBitz, and Sensopart (web + email) — across 10+ brand touch points and platforms, including WordPress, Magento, and bespoke stacks.
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Designed digital products and campaign assets across the full funnel: websites, landing pages, emails, web banners, and social assets for clients in tech, industrial, SaaS, and FMCG sectors.
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Implemented a Figma-based creative feedback loop adopted across Studio, Digital, and Account Management — reducing revision cycles and improving client handoff clarity.
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Supervised and mentored a team of 4 designers; presented design rationale directly to senior client stakeholders.
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Applied LLM prompting tools to support content briefs, rapid UX concepting, and app design research tasks.
Lead Creative Designer
ICAAL | 2019 – 2021
Led creative initiatives for clients in the DIY, hospitality, and medical sectors; oversaw junior designers and implemented structured quarterly reporting and client presentation processes.
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Created the agency's in-house photography and video department, including studio setup, lighting design, and building a supplier network.
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Managed project timelines, budgets, and scheduling within the creative department for multiple ongoing client retainers.
Senior Art Director
Wunderman-Thompson International | 2017 – 2018
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Art directed Coca-Cola's BTL campaign 'The Soundtrack of Your Life' at both national and international music festivals.
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Managed branding and packaging for Nestlé and Unilever portfolios and played a key role in the nationwide Ford EV launch, including trade show design and digital/video art direction.
Lead Creative Designer
Wave ADVERTISING | 2015 - 2017
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Led creative department operations; delivered Coca-Cola Zero national awareness campaign and international recruitment drive across Romania, Bulgaria, Turkey, and Greece.
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Delivered campaigns for Lidl, Sheraton (Starwood Group), Guinness, Heineken, Carlsberg, Jack Daniel's, and Huawei.
Education
BA Hons. Film Production & TV Directing
I.L. Caragiale International University of Theatre & Film, Bucharest, Romania
2005 - 2009
Baccalaureate — Mathematics & Computer Sciences
OMNIA High School, Constanta, Romania
2001 - 2005
I know. You don't know me yet.
But have a little faith...
I get it. You've read the page, you've seen the names, you've looked at the work — but right now I'm no more than a few words on a screen. Pretty hard to trust a person like that, and I'm not going to pretend it isn't
So here's what I'll offer instead: transparency. There's more to gain on both sides by telling you that something isn't quite right yet, even if it would be easier to just send you "the file". And that way we will learn and grow together.
If that sounds like the kind of person you want to work with, I'd love to hear from you.