Flavia Binda

Available to hire

I help founders and growing brands transform ideas into thoughtful, memorable brand experiences through strategy, visual identity, and creative direction.

About

I help founders and growing brands transform ideas into thoughtful, memorable brand experiences through strategy, visual identity, and creative direction. Over 10+ years, I’ve worked across branding, packaging, photography direction, websites, campaigns, and marketing—building brands that communicate meaningful stories and support business growth.

My process starts with understanding people. Whether interviewing customers, directing a photoshoot, or developing brand strategy, I turn ideas into clear visual experiences—guiding projects from discovery to launch with collaboration, emotional intelligence, and adaptability.

  • Joined February 2026

Languages

  • EnglishFluent
  • Romanian, Moldavian, MoldovanFluent
  • ChineseBeginner
  • Spanish; CastilianIntermediate

Industry experience

  • Consumer Goods
  • Healthcare
  • Manufacturing
  • Media & Entertainment
  • Professional Services
  • Retail
  • Education
  • Other

More experts in Bucharest, Romania

Projects · 6

WedLight is a retreat-style event created for professionals in the wedding industry who believe the industry needs more openness, dialogue, and genuine community.
The second edition of the event, WedLight - Together, took place at Akasha Resort and brought together a small group of wedding planners, photographers, florists, musicians, venue owners, and creatives for three days of conversations, connection, and shared experiences.
My role was to develop the creative direction and communication strategy for the event - from positioning and storytelling to visual identity and content structure.

The main challenge was creating an identity for an event that intentionally rejected the traditional “conference” format often associated with the industry.
WedLight needed to feel: approachable, contemporary without becoming corporate, visually distinctive without falling into overly feminine wedding clichés, community - driven rather than speaker - centered.
Another important aspect was translating an abstract idea: community -> into a visual and verbal language that felt authentic and emotionally resonant.

WedLight
  • Brand Designer
  • Brand Strategist
  • Graphic Designer

Odyssee is a handcrafted home fragrance brand created to transform everyday rituals into meaningful moments.
From the very beginning, I partnered closely with the founder to shape every aspect of the brand, from its strategic foundation and visual identity to packaging, photography, digital communication and customer experience. Rather than delivering a single branding project, my role evolved alongside the business.

Romania’s home fragrance market has grown rapidly, with countless candle makers offering products that often look and feel remarkably similar. The challenge was to create a brand that would stand out through meaning rather than trends, building an emotional connection that extended beyond the product itself.
Together, we focused on creating objects that felt thoughtful, memorable and gift-worthy, elevating every detail from the packaging and printed materials to the online experience and in-person events. Every interaction with the brand was designed to feel intentional, reinforcing Odyssee’s belief that fragrance is more than a product, it is an experience.

Odyssee
  • Brand Designer
  • Brand Strategist
  • Creative Director
  • +3

Cherisse was a new premium accessories brand entering the market with a collection of digitally printed silk scarves created from original paintings by the founder.
The challenge was to build a brand that felt luxurious without becoming exclusive, artistic without appearing overly niche, and timeless while appealing to modern women seeking wearable art.
Building the Brand:
I developed the brand strategy, positioning, mission, values, personality, communication style and customer profile to create a clear strategic direction before moving into design.
Creative Direction:
Once the strategic foundations were established, I developed a complete creative direction that translated the brand values into a recognizable visual language. Inspired by the effortless elegance of the French Riviera, the identity combines premium minimalism, artistic storytelling and timeless femininity. Every visual decision, from color palette to photography, was designed to reinforce that positioning.
Rather than positioning Cherisse as a fashion accessories label, I developed a lifestyle-oriented visual language where silk scarves become wearable works of art.

Cherisse
  • Brand Designer
  • Brand Strategist

KINS is a London-based bespoke fragrance brand that helps people create personalized scents reflecting their personality, memories and emotions.
The goal was to create a premium visual identity that balances elegance with playfulness while providing enough flexibility to grow across digital and printed touchpoints.
The biggest challenge was translating something invisible into a visual language.
Unlike traditional perfume brands built around a fixed collection, KINS allows customers to create fragrances that are uniquely theirs.
The identity therefore needed to communicate individuality while remaining premium, contemporary and consistent across multiple applications.

KINS
  • Art Director
  • Brand Designer
  • Graphic Designer
  • +1

So how was it building an entire universe from the ground up? Definitely one of my favorite projects.
Following a competitive concept development phase involving multiple creative proposals, my concept was selected as the foundation for the Playtopia brand and became the basis for the subsequent brand identity and communication strategy.

Playtopia was envisioned as Romania’s largest indoor amusement park, designed around an immersive space-inspired universe rather than a traditional playground.
My role focused on the creative concept, brand strategy and communication framework that would later guide the visual identity, customer experience and social media presence

Playtopia
  • Brand Strategist
  • Concept Artist
  • Content Strategist
  • +1

Raluca Păun is an acupuncturist specializing in women’s health and cosmetic acupuncture. This project covered both brand strategy and visual identity, building a personal brand that feels calm, trustworthy and deeply personal.
It was one of the most rewarding strategy projects I’ve worked on. Having studied Chinese medicine myself, I already understood many of its principles, which made it easier to translate Raluca’s philosophy into a clear brand. At the same time, the project challenged me to step outside my own perspective and fully embrace hers, creating a brand that genuinely reflects who she is and what she believes.

Raluca Paun - Traditional Chinese Medicine Specialist
  • Brand Designer
  • Brand Strategist
  • Graphic Designer

Work experience· 7 roles

Account Manager · Sound MastersApr 2025 – Present · 1 yr 8 mos

As part of the marketing team for the official Romanian importer of JBL and Harman Kardon, I oversee communication and creative execution across multiple digital channels. My role combines marketing strategy, content planning, graphic design and brand communication to ensure a consistent brand experience across every customer touchpoint. Key responsibilities: - Develop and oversee monthly marketing and communication strategies. - Plan and manage content strategies for Instagram and TikTok, balancing product communication with lifestyle storytelling. - Create and execute email marketing campaigns, including newsletters and automated customer communications. - Design digital marketing assets, including display ads, website banners, social media creatives and campaign visuals. - Lead the creative direction for seasonal campaigns, product launches and promotional initiatives. - Coordinate influencer collaborations and support broader marketing activations. - Manage a small team of creative collaborators, coordinating workflows, providing feedback and ensuring projects are delivered on time and aligned with the overall brand strategy. - Monitor performance and continuously refine communication strategies based on campaign objectives and results.

Account Manager · SeroussiApr 2025 – Jul 2026 · 1 yr 4 mos

As part of the marketing team for one of Romania's leading menswear brands, I led the planning and execution of integrated marketing initiatives across digital channels. My role combined project management, creative direction, brand communication and performance oversight, ensuring every campaign aligned with the brand's identity and business objectives. Key responsibilities: - Developed and managed monthly marketing and communication strategies. - Planned and coordinated seasonal campaigns, ensuring consistent messaging across all customer touchpoints. - Organized and art directed seasonal fashion photoshoots, from concept development and planning to execution. - Developed email marketing strategies and managed newsletter campaigns. - Supervised paid advertising initiatives, working closely with specialists to optimize campaign performance. - Coordinated SEO initiatives and collaborated on content strategies to improve organic visibility. - Oversaw the brand's social media strategy and collaborated with the Social Media Manager on content planning and execution. - Designed digital marketing assets, including website banners, display ads and campaign creatives. - Prepared monthly marketing performance reports and strategic recommendations. - Managed a small team of external collaborators, including specialists in paid advertising, SEO, social media and creative production, ensuring projects were delivered on time and aligned with the overall brand strategy.

Brand Strategist & Creative Director (Owner/Founder) · SEVEN STORIESJan 2019 – Present · 7 yrs 11 mos

Working directly with founders and businesses, I lead branding projects from strategy through launch. Highlights include: Developing brand strategies and positioning Creating visual identities and design systems Designing packaging and printed materials Directing photography concepts and creative shoots Creating websites and digital experiences Designing marketing campaigns across digital and print Producing email marketing campaigns and blog content Presenting concepts and collaborating closely with clients from discovery to delivery Selected clients include: Playtopia • Harman Audio • Seroussi • NOA Medical

Freelance Brand Designer · SELF-EMPLOYEDJan 2017 – Jan 2019 · 2 yrs 1 mo
Preparator / Print Production SupportJan 2014 – Jan 2015 · 1 yr 1 mo
Social Media Manager / Graphic Designer · Self-employedJan 2013 – Jan 2014 · 1 yr 1 mo
Junior Graphic Designer · FANTASY ADVERTISING & EVENTSJan 2012 – Jan 2013 · 1 yr 1 mo

Education

Bachelor's Degree in Fashion Design · National University of Arts Bucharest (UNARTE)2030 – 2026

Certifications and awards

Studying Traditional Chinese Medicine & Acupuncture (as described)2030 – 2026

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