SUMMARY
Award winning Creative Director with 20 years of international experience helping global organizations transform business challenges into meaningful brand experiences. My expertise spans creative strategy, branding and brand innovation, art direction and graphic design across B2B and B2C.
I believe in purposeful creativity - the intentional blend of skill, insight and execution that turns ideas into impact and create meaningful connections with consumers, increase brand equity, influence culture and accelerate growth.
My work focuses on crafting brand identity systems, marketing collateral, communication pieces, websites, high-performing digital marketing campaigns, illustrations, merchandise and packaging design. I achieve this across all media - web, digital, print, video, motion. Having been a key player in several rebrand initiatives for large organizations, I am well experienced in managing brand transitions, working with complex brand guidelines, creating templates and applying new visual styles to ensure excitement and consistency across all touchpoints.
Graphic design is a passion I enjoy not just as a designer, but also as an educator. I have been teaching a 12 weeks course I created, called ‘Visual Layout and Composition’ at British Columbia Institute of Technology. My course examines the process of coming up with ideas and implementing them in original, meaningful and effective compositions, across web and print applications. As part of my class I provide art direction on projects, helping students find their inner voice and develop their design skills.
My journey as a creative director is a little different than most. I started my career in management consulting working for the Big 4 industry (ex PwC, KPMG and Deloitte), helping improve business across various industries.
I have a Certificate in Graphic Design from British Columbia Institute of Technology in Canada, a BSc. in International Business and Economics from the Academy of Economic Studies in Romania and BSc studies in International Marketing at Drexel University in USA.
Broad knowledge of geographical & business cultures, having lived in SE Asia, United States, Canada and Europe. I speak English, Romanian, Spanish and French.
SECTOR EXPERTISE
+ professional services firms, commercial real estate, FMCG, consumer, e-commerce/ online retailers, hospitality, restaurants, consumer health, natural health products, medical services, film studios, food & beverage, transportation, NGOs, legal, engineering
My journey as an creative director has equipped me with a rich tapestry of experiences, having honed my skills in marketing studios, in-house roles and agencies, for large global companies, family owned business and e-commerce startups in B2B and B2C environments. This has enabled me to develop a keen understanding of the unique nuances that each sector demands.
DESIGN PHILOSOPHY
My design philosophy revolves around complex simplicity. I love taking complex information and translating it into original, clear and effective design solutions.
Let's Make Great Things Together!
