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.

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.

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.

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.

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

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.