Brand & product designer · Bucharest

Good design is, before anything else, a well-drawn character.

I have twenty-five years in visual work, campaigns and product development, but my approach comes straight from the theatre. The stage taught me the psychology behind an action and how much context matters. That is why I don’t draw logos or interfaces in isolation — I give the whole thing coherence.

See the portfolio Audit for clinics
  • 25+years in design
  • 15+major brands
  • 5cohorts of students taught
  • Club Aoldest logo still in use

A few projects

Each one had a part to play.

The full portfolio →
The Dr. Leahu design toolkit, hung against red
Medical branding · 2018–2025

Dr. Leahu

From four clinics to eighteen, and an acquisition by Regina Maria. Seven years as head of design.
Children wearing Zurli T-shirts
Branding · 2017

Zurli

An audience that catches every mistake: children.
Screens from the Transfer Credit flow
UI / UX design · 2022

Vodafone

A journey used every day, rebuilt down to the last screen.
The Siberian Secret mark in gold
Branding · 2019

Siberian Secret

From a name and two screenshots to four flavours on the shelf.
A film poster at a bus stop
Graphic design · 2020

Papa Pictures

Film posters, from the logo to a bus stop at night — where theatre and design asked the same thing of me at once.

Where I come from

My foundation? The logic of the stage, applied to design.

My path started in the theatre, where I acted until 2009 — first at the State Jewish Theatre, then with touring companies, in film and in advertising. The last nine of those years ran alongside design, which I had moved into in 2000. I did not start from nothing.

I brought the most important tool from the stage with me: empathy for the audience and an understanding of character. Theatre taught me the logic underneath, close collaboration, and the reflex to watch the whole performance rather than only my own scene.

As a self-taught designer, I carried that view into agencies, marketing departments and UX/UI teams. Whatever the project, I begin with the same essential question: what story does this product tell, and who is it speaking to? It is how I make sure that art, function and graphics always pull in the same direction.

How I work

Like a rehearsal: first we understand the play.

  • 01

    I listen, then I ask

    What you sell, to whom, and where you suspect it leaks. A conversation, not a brief template.

  • 02

    I look with the audience’s eyes

    Your site, your competitors, the path a person actually takes. The part most people skip.

  • 03

    Direction before layout

    You see the thinking before you see a layout, so we argue about the idea while it is still cheap to change.

  • 04

    I build, then hand over

    Files, a system your team can run without me, and the documentation that keeps it standing.

Who you work with

A person, not an account manager.

I have been through many companies and many brands — eMAG, Vodafone, Altex, Dr. Leahu, Skin Media — and I pass on what I gathered along the way: I teach digital design in the evenings, on a nine-month course.

I am cheerful by nature, and if a meeting turns tense or goes quiet, I am usually the one who breaks it. I like projects that challenge me and, honestly, I rarely say no — which sometimes crowds my calendar, but I have enough energy to finish what I start.

More about me →

Tell me what’s not working

If you have taste, we’ll get on.

Send the link and a sentence about what bothers you. I’ll tell you plainly whether it is a design problem and whether I am the right person for it — the answer is sometimes no, and that is a faster favour than a proposal.

I reply personally, the same day. You won’t end up on any list.

Prefer email? email me directly