About me
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.
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[ Digital Design ]
Every screen, every touchpoint, every interaction — designed as one coherent experience, not a series of isolated moments.
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[ Design Systems ]
The architecture behind the brand — tokens, components, and governance built to stay alive long after the project ends.
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[ Email & Lifecycle Marketing ]
Strategy, flows, templates, and copy — designed as a system, because an inbox is a brand touchpoint too.
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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.
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.
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.
Senior Art Director
Wunderman-Thompson International | 2017 – 2018
Lead Creative Designer
WAVE ADVERTISING | 2015 - 2017
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
Tools of the trade
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.