ELENA Ivanescu

All I can say about myself is that I love chocolate. And my work. I love being creative and adore handcrafting things with a wow effect. I am sure every other genuine creative feel 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 a few words, I am Elena, a seasoned creative, functioning as an art director, UI and web designer neophyte, and passionate illustrator, and in my spare time, artist or a traveler, wearing proudly a fair amount of international experience. I am a master's 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, Automotive, 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 (DDB, Ogilvy, FCB, Y&R, BBDO), and for both local and 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, the 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. To spice it up, even more, I started learning Adobe XD (a lovely and very useful prototyping tool), a tiny bit of Figma, and a very attractive pair of tools - Adobe After Effects and Premire together. It will take a long time to master them, but they are fascinating tools and I already have some examples added to this portfolio.

Regarding my Advertising skills, in order to teach brands, products, services, apps, and people to speak a pleasant and fit visual language to their targets, consumers, friends, and users, I am blending my technical knowledge with 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 brand's 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) wireframes, designing final layouts, buttons, menus, environments, mock-ups, and frame-to-frame, traditional animations, or XD basic mock-ups, for showing usability and explaining the design concept behind the layouts. To be of good use to my ascribed developer's team, I am also exporting my work, piece by piece. Usually, I am constructing apps or UI graphics strictly for my Advertising projects/campaigns, so a large part of my UI work is connected with the Advertising field.

And because I also love a positive spirit in my team and everywhere around, I prefer to build it myself, starting with me.