About
Design is a form of translation. It turns human stories, needs and contradictions into systems that work and experiences that resonate. My practice lives in that space: where empathy meets structure and creativity meets consequence.
Over the past +10 years, I’ve moved fluidly between visual identity, brand systems and UX/UI design. Not to collect disciplines, but to understand how they connect. Each project has been a new language, a way to express trust, clarity or emotion through interaction.
My background in environmental psychology reshaped how I see design. It taught me to look beyond the screen, to consider how digital experiences ripple into our environments, behaviors and sense of belonging. What once felt like interface design now feels like ecosystem design.
Today, I focus on creating experiences that are as thoughtful as they are functional: accessible, inclusive, sustainable and quietly intuitive. I believe good design doesn’t shout; it listens, adapts and earns its place through clarity and care.
Work
Factofly
|Lead UX/UI Designer
Copenhagen, Denmark
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Summary
Led end-to-end UX/UI lifecycle and design maturity for a Fintech SaaS, establishing scalable infrastructure to support user growth from 6k to over 14k users.
Highlights
Redesigned core SaaS flows (Invoicing, Tasks, Expenses, Payroll, CRM, Time Tracking) to translate complex financial logic into intuitive user journeys, enhancing usability for 14k+ users.
Conducted comprehensive user audits and utilized low-fidelity wireframes and high-fidelity prototypes to identify and remove friction points, validating design decisions for optimal user experience.
Developed and implemented a WCAG-compliant Design System, managing developer handoff with detailed UX documentation to ensure pixel-perfect, accessible implementation.
Reimagined user onboarding, increasing completion rates by 35%, and streamlined Admin flows, reducing support tickets by 30%, to support rapid user scaling from 6k to 14k+.
Double
|Senior Design Consultant
Copenhagen, Capital Region of Denmark, Denmark
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Summary
Delivered high-impact UX/UI solutions and digital strategies for global clients, pioneering AI-driven workflows to significantly enhance agency efficiency.
Highlights
Led the agency's full migration from Gatsby/Netlify to Webflow, redesigning the core site to reduce content update times by 40% and empower non-technical teams for greater autonomy.
Optimized agency workflows through GenAI tooling integration, significantly enhancing asset production speed and enabling data-driven decision-making for improved project outcomes.
Delivered culturally nuanced UX/UI and branding solutions for global clients (e.g., InsideTracker, Payhawk), focusing on optimizing conversion rates and building user trust.
Collaborated internationally to deliver culturally nuanced strategies and user-centered campaigns for global clients like InsideTracker and Payhawk, promoting holistic well-being.
Aligned design initiatives with Cybersecurity standards and Behavioral Psychology principles, driving measurable client ROI and enhancing user engagement.
ISCA - International Sport and Culture Association
|Senior Visual Strategist
Copenhagen, Capital Region, Denmark
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Summary
Leveraged Design Thinking and UX innovation to amplify grassroots participation in sport and healthy living initiatives across Europe.
Highlights
Architected the full visual identity for the "Moving People - Moving Europe" initiative, creating a cohesive brand system that engaged over 180 stakeholders and laid the foundation for a €4M EU4Health Action Grant.
Co-led the development of a scalable Design System for ISCA's main digital platform, significantly improving WCAG accessibility and visual consistency across all digital touchpoints.
Led end-to-end design (UX/UI & Content) for two major e-learning platforms, transforming complex educational content into intuitive, engaging digital experiences for diverse users.
Orchestrated cross-functional collaboration between creative, strategic, and technical teams to ensure digital outputs consistently aligned with European-level strategic goals.
Smartly.io
|Senior Designer
Berlin, Germany
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Summary
Produced high-impact, social-first advertising campaigns for global Tier-1 brands, leveraging data insights to optimize creative performance and drive conversion.
Highlights
Delivered standout vertical video and static campaigns for major global accounts including Gymshark, Miro, Pandora, and Saxo Bank.
Translated complex performance data (A/B testing, CTR, ROI) into actionable design iterations, directly boosting user engagement and conversion rates for clients.
Led end-to-end design of vertical-first campaigns across platforms (Facebook, Instagram, Snapchat), aligning creative execution with platform-specific best practices to maximize impact.
Partnered with Growth Managers and Client Partners to integrate design strategy into broader marketing goals, ensuring visual assets consistently drove measurable business results.
Dsgnr Studio
|Founder, Creative Director
Bucharest, Romania
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Summary
Founded and scaled a full-service creative consultancy, directing cross-functional teams to deliver end-to-end brand ecosystems for global FMCG, Tech, and Hospitality clients.
Highlights
Built and led a multidisciplinary team of designers, copywriters, and developers, managing project lifecycles, budgets, and resource allocation for on-time delivery of complex campaigns.
Forged strategic partnerships and delivered ROI-driven experiences for Tier-1 clients including Absolut, Coca-Cola, ING Tech, and Sheraton, among others.
Orchestrated comprehensive 360° brand identities, combining Visual Strategy, Web Design, and Experiential Marketing to ensure consistent storytelling across physical and digital touchpoints.
Translated client business goals into creative solutions, delivering campaigns that measurably improved brand awareness and customer engagement across local and European markets.
Education
SLU - Swedish University of Agricultural Sciences
Master of Science (MS)
Environmental Psychology
University of Bucharest
Bachelor's degree
Communications
Languages
Romanian
Native
French
Fluent
English
Native
Skills
Communication & Storytelling
Storytelling, Content Creation, Copywriting, Journalism, Public Speaking, Cultural Nuance, Brand Narrative Development, Community Management.
UX/UI Design & Product Strategy
User Experience (UX), User Interface (UI), Product Design, Design Thinking, User Research, User Audits, Wireframing, Prototyping (Low-fidelity & High-fidelity), Design Systems, WCAG Compliance, Accessibility, Information Architecture, User Journeys, Onboarding Optimization, Ecosystem Design, Service Design.
Digital Strategy & Marketing
Digital Strategy, Content Strategy, Data Analytics, SEO, Google AdWords, Social Media Marketing, Email Marketing, Content Marketing, Performance Marketing, A/B Testing, CTR, ROI Analysis, Brand Strategy, Visual Identity, Campaign Management.
Technical & Tools
SaaS Architecture, Webflow, GenAI Tooling, Google Analytics, Figma, Sketch, Adobe Creative Suite, HTML/CSS (understanding for handoff).
Leadership & Collaboration
Cross-Functional Leadership, Team Leadership, Project Management, Stakeholder Engagement, Developer Handoff, Client Management, Strategic Partnerships, Mentorship, Resource Allocation.