All I can say about me is that I love chocolate. And my work. I love being a creative and adore hand crafting things with a wow effect. I am sure every other genuine creative feels and does the same, so you can say I'm your average designer. Don't let yourself be fooled, because I make the best orange cake, the nicest origami you have ever seen (well, maybe there is space for improvement here ;) and I spread tons of cheerfulness all around.
To present me in few words, I am Elena, a seasoned creative, functioning as art director, graphic designer, UI designer and illustrator, and in my spare time, artist or a traveller, wearing proudly a fair amount of international experience. I am a master degree graduate with a strong background in design, advertising and communication.
Specialized Art director in integrated communication and design for B2B (business2business), B2C (business2client), CRM (customer relationship management) projects and campaigns for Retail and FMCG (fast moving consumer goods) industry, but also for Services providers, Industrial companies, Health and well-being brands, Baby products and services, Estate developers, Cosmetics, Fast food, Tobacco and so on. More than 10 years of experience in mostly international advertising agencies and for both local or international brands, allowed me to be able to offer my employers a variety of approaches, visual strategies and final works that would make their business and life look and feel much more lovable and their marketing strategy more attainable.
For about 3 years, discovering a new area of the creative ground, User Interface industry, enthusiastically have decided that is a great augmentation for my skills, good to be put to use for my client's interactive communication needs and at the same time, for making my creative life tastier.
Regarding my Advertising skills, in order to teach brands, products, services, apps and people speak a pleasant and fit visual language to their targets, consumers, friends and users, I am blending in my technical knowledge all the strategy and communication spices and artistic vision that would make the final work delicious, special, and by that, memorable. For my employer's marketing demands, or for their brands best and strongest architecture, I am covering creatively, all internal or external communication brand literature and Key Visuals, branding/rebranding, brand architecture building or reshaping, product launch, POSM (Point Of Sales Materials) design, outdoor, interactive media, packaging design, object design, illustration (free or technical drawing, on classic support or electronic format), book design, events.
Being a fresh, junior creative in the UI field, all I can offer so far, are concepts development, designing of sketches and (later on) of wireframes, designing final layouts, buttons, menus, environments, mock-ups and frame to frame, traditional animations for showing usability and explaining the design concept behind the layouts. To be of a good use to my ascribed developer's team, I am also exporting my work, piece by piece and if needed, can prove with a frame by frame animation, the usability of my designs. Usually, I am constructing apps or UI graphics for my Advertising projects/campaigns, so a part of my UI work is connected with the Advertising field.
Occasionally, if needed in an integrated communication campaign, I'm happy to put a shoulder to web design concepts and layouts and TV commercials concept and storyboard development. Actually, in my day to day worksheet, I am creating concepts, layouts, mock-ups, image correction/manipulation and have gained and developed knowledge about a wide variety of materials, techniques and technical information capturing market trends and adapting them to my projects best interest.
And because I also love a positive spirit in my team and everywhere around, I prefer to build it myself, starting with me.
A bronze statue for a Camel POSM project at POPAI Awards Paris in 2011
Faculty of Graphic Design
Master in publicity and advertising in the SNSPA Bucharest Communication University.