A bit about me.

I didn't start in design. I started as a tax consultant, then worked in HR, then spent time in television as a production coordinator and set designer. Three careers before this one. People treat that like indecision. I treat it as the reason I'm good at this: I understand how a business actually works, how to read the people inside it and how to stage something so it lands. That's most of what brand direction is.

Five years now in design and video. I've worked across tech, real estate, wellness, fitness and e-commerce, on brand identity, video editing, ads and podcasts. I co-founded a community once, too. The through-line is the same everywhere: take something scattered and make it coherent.

I use Adobe and a full AI stack, Higgsfield, Beeble, ElevenLabs, Runway, Claude. And here's what I actually believe about that: AI has made it easy for every brand to look the same. The tools don't give you taste. What I bring is direction, knowing what to make, what to cut and how to keep a brand looking like itself when everyone else is blending into the feed.

I work in Romanian and English, soon in Italian, wherever the work takes me.

If your brand is outgrowing what lives only in your head, let's talk.

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