London United Kingdom

Profesional experience

  • Creative Lead - IA UX UI Designer
    Hi Mum! Said Dad
    Sept 2011 - Present

    2 Years

  • Hi Mum! Said Dad is a family of idea makers, problem solvers and mobile pioneers, with offices in London Uk.

  • Responsabilities: Information Architecture, User Experience, Interactive Design, Digital Design & Animation, Creative Concepts. (Mobile/Responsive Design for platforms such as: IOS, Android, Windows)

  • As a Creative Lead at Hi Mum! Said Dad, I’m applying my experience in digital design and user experience to deliver creative solutions for household brands such as:

    Lays, Pepsi, Doritos, Tantrum, Cadbury, Heineken, Microsoft, Wispa, Contiki, Butlins, Magic Seaweed
  • Creative Designer & Illustrator
    Okapi Studio
    Sept 2007 - Aug 2010

    3 Years

  • OKAPI STUDIO is a multidisciplinary creative agency, composed of four independent departments with offices in Bucharest and San Francisco

  • Responsabilities: interactive or print campaigns, application designs, web and mobile interfaces, Identity, Illustration, UX photography post production.

  • As a Creative Designer at Okapi, I have been responsible to deliver creative solutions for household brands such as:

    Yahoo, Bank of America, Pedigree, GMC, Tiret NY, Romtelecom, Ubervu, Screach, Oneday, Derby.

"We are what we repeatedly do.

Excellence, therefore, is not an

act, but a habit"



  • MA - Design Studies
    Central Saint Martins

    2010 - 2012

    2 Years

  • MA Applied Imagination in the Creative Industries is a multi-disciplinary course that brings together students with a passionate belief that better futures can be imagined and realised through the application of creative processes.

  • “I find ideas often show up in the shower, or while I’m contemplating marmalade and toast and breakfast.”

    Alan Fletcher 1931-2006 Central Saint Martins - alumni
  • BA - Graphic Design & Illustration
    Buc School of Fine Arts

    2007 - 2010

    3 Years

  • BA - Graphic Design & Illustration is a multi-disciplinary course with a dense study on Design History, bringing typography, branding, print and illustration (traditional and digital aproaches) to your pack of skills.

  • “Simplicity is not a target in art, but you unwillingly reach it as you get closer to the real meaning of things”

    Constantin Brancusi 1876-1957 Bucharest School of Fine Arts - alumni


  • PS


  • AI


  • UX


  • UI


  • ID


  • AE


  • AN


  • IA


  • 25%

  • 25%

Creative Process

  • Read the Brief carefully, and write down ideas, while researching for the Brand/Product

  • Passing thoughts arround , always shapes the best results and brings good ideas to life.

  • Client’s approoval is the ultimate goal, so the final proposal must be carefully aligned with the Brand

  • Eastimating the right amount of time must be always Realistic and Cost Effective .

  • The IA doc. ensures a better understanding of every service/functionality involved on each project

  • The User Experience doc. is the key element for a smooth transition from design to development.

  • The User Interface design must be always up to date and easy to implement across devices.