Consulting, Brand Identity, Design System
Ciprian Cucu
Ciprian Cucu
Date
2019
Client
Ciprian Cucu
Sector
PM Consulting / B2B
Role
Art Director, Brand & Web Design
End-to-end brand system for a B2B consulting practice. Built for independent scalability. Brand awareness and business doubled after launch.
The Brief
Ciprian Cucu is a project management consultant who needed a complete brand identity. His field — PM consulting — can feel process-heavy and impersonal.
The Brief
Ciprian Cucu is a project management consultant who needed a complete brand identity. His field — PM consulting — can feel process-heavy and impersonal.
The Challenge
Make his practice feel approachable, clear, and professional without being intimidating. I started with understanding his audience: mid-career professionals looking for guidance, not jargon. Everything about the brand had to say "I can help" before it said "I'm an expert."
The Challenge
Make his practice feel approachable, clear, and professional without being intimidating. I started with understanding his audience: mid-career professionals looking for guidance, not jargon. Everything about the brand had to say "I can help" before it said "I'm an expert."
Key Decisions
This became an end-to-end project: logo design, color palette, imagery approach, custom iconography, wireframes, responsive website design, stationery, and brand guidelines. A complete system the client could build on independently.
The logo combines three shapes, each carrying meaning: a plus sign (added value), a square (structure), and an arrow (forward direction). Together they form a single mark that's simple enough to work at any size but layered enough to reward a closer look.
Orange became the primary color — warm, optimistic, and distinct from the blue-gray seriousness typical in consulting.
The best brand system is one that works when the designer isn't in the room. Everything was built to be maintained and extended by the client independently — guidelines that empower, not restrict.
Key Decisions
This became an end-to-end project: logo design, color palette, imagery approach, custom iconography, wireframes, responsive website design, stationery, and brand guidelines. A complete system the client could build on independently.
The logo combines three shapes, each carrying meaning: a plus sign (added value), a square (structure), and an arrow (forward direction). Together they form a single mark that's simple enough to work at any size but layered enough to reward a closer look.
Orange became the primary color — warm, optimistic, and distinct from the blue-gray seriousness typical in consulting.
The best brand system is one that works when the designer isn't in the room. Everything was built to be maintained and extended by the client independently — guidelines that empower, not restrict.
Results
Brand awareness and business doubled in the period following the rebrand.
Results
Brand awareness and business doubled in the period following the rebrand.
