Client: Lucid coffee roastery
Year: 2024 - 2025
Role: Graphic design, Packaging, Video - Motion graphics
Helped a Bucharest-based specialty coffee roastery expand from B2B into B2C, contributing to +80% growth in active sales and increased production demand.
Led the art direction and end-to-end development of the brand identity, positioning the roastery to elevate everyday coffee consumption into specialty culture.
The visual system draws inspiration from Eastern European brutalist architecture, translating socialist-era building outlines into a modular pattern language used to differentiate 10 coffee origins and two roast profiles (espresso and filter).
Designed a condensed star logo referencing the Soviet space-race era, paired with a tightly tracked wordmark to communicate clarity, progress, and structural precision.
Directed the packaging system across 250g and 1kg bags, as well as a custom printed can format. The process included 20+ design iterations and packaging tests to achieve full-coverage printing and strong shelf impact.
Brand launched in 2025 and remains active.
@bean.lucid
Far away from Home - Photobook
Graphic Design, Editorial
2025
Client: Mike Gray
Year: 2022 - 2025
Role: Art Direction · Editorial Design · Print Production
Art direction and editorial design for a debut photobook developed over 3 years (2022–2025). Led the project from conceptual framing to final print, directing image selection, sequencing, pacing, and material strategy. The publication features 275 photographs across 280 pages, refined through 30+ sequencing iterations and 20+ collaborative reviews with the artist.
Directed the creation of a fully custom book object, including non-standard format, tactile pacing, and material experimentation. Tested 5 paper stocks to preserve film characteristics, resulting in a linen-bound cover with foil-embossed title emphasizing permanence and archival value.
Oversaw production of a 1,000+ copy digital print run, coordinating artist input, production management, and print technicians to deliver custom specifications. This project demonstrates long-form narrative direction, material sensitivity, and sustained cross-disciplinary collaboration.
Watch the Youtube video about this project here.
Client: Ahead Studio
Year: 2025
Role: Brand Identity, Art Direction, Social Media
Art direction and visual identity for a newly founded digital product studio. Defined and delivered the brand system solo, from concept to launch in 2 weeks, with full production readiness achieved within 1 month. Established a modular visual language applied across website, motion templates, pitch decks, social media, and advertising assets.
Directed the creation of 50+ production-ready assets, including 15+ social media templates, a pitch deck system (Keynote / Google Slides), and a flexible grid enabling fast content generation and long-term consistency. Supported brand launch and early growth phase. The identity remains active and continues to evolve within a 4-person studio team
@ahead.studio
Year: 2025
Role: Brand Identity, Art Direction, Social Media
Art direction and visual identity for a newly founded digital product studio. Defined and delivered the brand system solo, from concept to launch in 2 weeks, with full production readiness achieved within 1 month. Established a modular visual language applied across website, motion templates, pitch decks, social media, and advertising assets.
Directed the creation of 50+ production-ready assets, including 15+ social media templates, a pitch deck system (Keynote / Google Slides), and a flexible grid enabling fast content generation and long-term consistency. Supported brand launch and early growth phase. The identity remains active and continues to evolve within a 4-person studio team
@ahead.studio
Spoon Studio
Art Direction, Graphic Design, Editorial, Motion Graphics
2022
Client: Spoon Studio
Year: 2022
Role: Brand Identity, Art Direction, Motion, Print
Art direction and identity system for a Bucharest-based creative agency, developed solo over 3 weeks. Directed a concept-led process exploring 3 logo directions, with 1 selected for clear alignment with the strategic brief. Defined the brand around linguistic duality: “spun” (to tell, RO) and “spoon” (EN), forming the conceptual foundation of the system. Art-directed a logo combining 2 typographic voices, with the double “OO” transformed into a core modular device — functioning as mask, container, and framing element across digital formats.
Delivered a 12-page guideline, motion intro/outro assets, and a social media framework with defined usage logic. The system is applied across social content, presentations, and motion formats.
Active since 2022.
@sp00n
Client: Lutnița
Year: 2022 - 25
Role: Brand Identity, Art Direction, Motion, Print
Art direction and identity system for the first contemporary art gallery in the Republic of Moldova (founded 2022). Established the gallery’s visual language from inception, defining logo, typographic system, exhibition communication, and print production over a 2-month foundation phase. The identity positions the artist as the core product, using a typographic signature system where first name and surname function as authorship markers. Since launch, the system has supported 24 exhibitions (2022–present), including 20–30 multi-artist shows, while remaining adaptable to changing venues and spatial constraints.
Designed a reusable poster framework enabling fast adaptation and long-term consistency, later scaled through junior designer execution. Directed a visual language inspired by monochromatic risograph aesthetics, introducing analog texture into a digital-first cultural context. Exhibition posters evolved into a central brand asset, expanded through 20 AR activations linking print to video and motion content.
The identity has accompanied the gallery across 5 international art fairs and biennials, including Art Encounters Biennial and Art Brussels, reinforcing institutional credibility and international positioning.
Active since 2022.
@galerialutnita