ABOUT ME

[ DESIGN MANIFESTO ]
This space is my playground of experimentation. I set myself design challenges and let them teach me. I take pride in the fact that this website will remain ever-changing—like myself. I don’t believe anything we design is truly finished; rather, we finish it for a time, allow the idea to rest, then turn it upside down and begin anew.

This, I think, is the true joy of designing and creating—equal parts delight and challenge. To birth an idea, to reshape it, to make it wholly your own, and then to let it go.

On this journey, only one thing truly matters: the craft—the way you bring things into being. Not to chase perfection, but to ensure what you make is alive with purpose.

work experience

Lead Digital Designer
Carnival Group UK (P&O Cruises & Cunard) | April 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 | April 2021 – April 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 | March 2019 – April 2025
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 | December 2017 – August 2018
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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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
Wunderman-Thompson International | December 2017 – August 2018
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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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
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© 2026 Radu Iulian Baba