About me

I started my career 20+ years ago at a printing house in Bucharest, and never stopped learning. From desktop publishing, prepress, and production to editorial design, advertising, marketing, and entrepreneurship, I covered as many areas as possible to understand the process end-to-end.

At BlueNovius, as an Art Director for an international team of 12, I reduced review rounds by 40% through a mentorship program. Working on scientific and product communication under regulated review isn’t easy. So, I make sure complex information stays intact during handoffs and deliver it in a simple, appealing form to the people using it.

• I led the company’s complete rebrand and developed the design systems, component libraries, templates, and workflows, so people who aren't designers could apply the brand correctly without having to ask anyone.

• I delivered presentations to stakeholders, led workshops and training sessions, and successfully mentored designers to grow from junior to senior, and from senior to director.

Previously, I co-founded and ran HighWatt, a creative studio and production brokerage, for 8 years without losing a client. I managed external suppliers, quotes, agency and freelance relationships, budgets, and the financial processes that supported them.

• For PTC, a global industrial software company, I designed, produced, and ran corporate events and supporting campaign materials, from narrative through to logistics, over several years. I conceived and delivered a full office redesign with their own AR technology embedded in their space. The concept was adopted by other PTC offices internationally.

• For Gorenje, I developed and ran a national campaign spanning 21 locations and 400,000+ printed pieces, built as a single system. Sales doubled.

• I rebranded Ciprian Cucu’s project management consulting practice end-to-end and built the system that held it together. Bookings doubled.

Trained in mathematics and computer science, I approach design, craft, and technology as a single discipline, whether the output is DPI or PPI, delivered on budget and on time.