I am a designer with architectural and interior design experience, specialising in user-centred environments, storytelling, and brand-led spaces. My work translates complex briefs into clear, functional designs that balance atmosphere, materiality, and meaning. Currently running CraftyWolfbyIulia, I lead end-to-end brand identities and spatial concepts for wellness studios, collaborating with clients around the world to deliver thoughtful experiences.…

Iulia Lup

PRO

I am a designer with architectural and interior design experience, specialising in user-centred environments, storytelling, and brand-led spaces. My work translates complex briefs into clear, functional designs that balance atmosphere, materiality, and meaning. Currently running CraftyWolfbyIulia, I lead end-to-end brand identities and spatial concepts for wellness studios, collaborating with clients around the world to deliver thoughtful experiences.…

Available to hire

I am a designer with architectural and interior design experience, specialising in user-centred environments, storytelling, and brand-led spaces. My work translates complex briefs into clear, functional designs that balance atmosphere, materiality, and meaning.

Currently running CraftyWolfbyIulia, I lead end-to-end brand identities and spatial concepts for wellness studios, collaborating with clients around the world to deliver thoughtful experiences.

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Language

English
Fluent
Romanian, Moldavian, Moldovan
Fluent

Work Experience

Student Outreach Ambassador at Manchester Metropolitan University
January 1, 2016 - June 1, 2016
Supported outreach initiatives, liaised with faculties, and helped coordinate events and communications to prospective students.
Intern at OIA Architects Manchester
May 1, 2016 - June 1, 2016
Contributed to residential projects, undertaking measured surveys, design proposals, and client engagements.
Part 1 Architectural Assistant at Ollier Smurthwaite Architects
August 1, 2017 - July 1, 2018
Worked across multiple residential projects focusing on planning applications, 3D modelling, and design visualisation.
Part 1 Architectural Assistant at Day Architectural
April 1, 2019 - September 1, 2019
Contributed to healthcare design projects across planning and design stages, producing interior visuals, spatial proposals, and technical drawings; developed bidding documents and contributed to client-facing presentations.
Part 2 and Part 3 Architectural Assistant at Day Architectural
January 1, 2022 - June 1, 2025
Architectural Designer within a healthcare architecture practice, focusing on interior design, user experience, and environmental storytelling across NHS projects; developed material palettes and zone-based spatial narratives for clinical and public-facing spaces; designed wayfinding and signage systems with dementia-friendly navigation and inclusive user experience; produced joinery drawings; managed FF&E selection and specifications; created client-facing interior design brochures and moodboards.
Founder & Designer at CraftyWolfbyIulia
March 1, 2020 - Present
Founder & Designer at CraftyWolfbyIulia. An independent creative practice where a simple line drawing evolves into brand identity and spatial design for wellness clients. Design minimalist illustration and line art with a strong focus on quality, materiality, and meaning, informing spatial and brand narratives; develop end-to-end brand identities for wellness studio clients and not only; manage client relationships, briefs, and deliverables independently in a fully remote freelance context, coordinating across time zones.

Education

Architectural Practice and Management PGDip at Newcastle University
January 1, 2023 - January 1, 2025
MArch Master of Architecture at University of Manchester
January 1, 2019 - January 1, 2021
Motion Graphics Course at Udemy
January 1, 2018 - January 1, 2018
BA (Hons) Architecture at University of Manchester
January 1, 2014 - January 1, 2017

Qualifications

Educational Testing Service (ETS) Certification
April 1, 2014 - April 30, 2026
Cambridge English: Advanced (CAE) Certification
March 1, 2014 - April 30, 2026
Driving licence
January 11, 2030 - April 30, 2026

Industry Experience

Healthcare, Real Estate & Construction, Professional Services, Media & Entertainment
    paper Zen Pilates Studio - Brand Identity & Spatial Experience Design
    This is an independent project for CraftyWolf demonstrating full-cycle experiential design: from brand concept to spatial transformation. I developed the complete visual identity from a single line art illustration, then translated those brand values (restorative, soft, spacious) into a cohesive spatial experience. The material palette for the studio: rattan, limewash, linen, stone, flows directly from the branding. Custom joinery, materiality, and spatial zoning create an intuitive user journey from entry to studio floor. This project demonstrates my full-cycle design approach: transforming a single line art illustration into a complete brand identity, then translating those brand values into a cohesive spatial experience, all anchored in how people feel upon entering the space. illustrator brandidentity interiordesign…
    paper Spatial Planning & User Experience - Office Space
    A Grade II listed building sensitively transformed into a flexible staff workspace. The challenge was integrating modern Scandinavian-inspired design: movable furniture, Crittall glazing, and acoustic booths within the building’s original ornate architectural features. Careful spatial planning and a strong focus on user experience informed the layout, ensuring intuitive circulation, adaptable work zones, and a balance between collaboration and quiet retreat. I led the design development from concept to construction: 3D modelling, moodboards and interior brochures for stakeholder engagement, spatial zoning strategy, and detailed Stage 3/4 technical drawings. spatialdesign spatialplanning userexperience flexibleworkspace…
    paper Spatial Design & User Experience
    A £96m Advanced Scanning and Imaging Centre, where I led the interior design proposal for the patient-facing spaces: reception, CT suite, and circulation. The design prioritised calming user experience in a high-anxiety clinical environment: warm material palettes, intuitive wayfinding, and spatial flows that ease patient navigation. I developed the full finishes package from concept sketches and 3D modelling through to Stage 4 construction drawings, including bespoke joinery and FF&E coordination. spatialdesign userexperience healthcareenvironment interiordesign userflow zoning…
    paper Experiential Design - Healthcare Environment
    A community diagnostic centre where I developed the interior design and experience from concept to construction. This included 3D modelling in Revit & SketchUp, a material palette, a comprehensive wayfinding and signage strategy with dementia-inclusive considerations, bespoke joinery drawings for the reception desk, and zone-by-zone design narratives. The project demonstrates my ability to translate a place's identity into a cohesive spatial experience. spacialdesign spacialexperience architecturaldesigner interiordesigner…