Ciprian Cucu
End-to-end brand system for a B2B consulting practice. Built for independent scalability. Brand awareness and business doubled after launch.
[CLIENT]
Ciprian Cucu | Bucharest, Romania
[SCOPE]
Branding, Visual Identity
[SERVICES]
Creative & Art Direction, Branding, Design
Ciprian Cucu, a project management consultant, needed a brand identity for his PM consultancy and training practice. The goal was to make a field that can often seem process-heavy and impersonal feel approachable, clear, and professional.
The brand had to say "I can help" before "I'm an expert," and it had to match his personality. That meant making the practice feel approachable, clear, and professional without being intimidating.
It was an end-to-end project: logo design, color palette, photoshoot, custom iconography, wireframes, responsive website design, stationery, and printed materials.
The logo combines a plus sign, a square, and an arrow. Together, they form a single mark that reinforces the central idea: expert guidance helps complex projects become structured and developed.
Orange became the primary color because it is warm, optimistic, and distinct from the typical seriousness in consulting, while gray is neutral and blue is professional.
To develop custom illustrations for the website, we arranged a professional photo shoot. The mix of photography and vector images supports each chapter and reinforces the brand message.
Everything was built for the client to maintain and extend independently because a good visual system works when the designer isn't in the room.
After the rebranding and website update, brand awareness and sales doubled. His clients described the new look as clean, accessible, and straightforward. While the project was a success, the challenges led me to dive deeper into user needs, so I completed a UX Research and Design certification and became a Scrum Product Owner to better understand client perspectives.
*The website looks different now, the client changed it recently.
