I work with founders who care deeply about what they're building and don't want their brand to look like everyone else's.
My job isn't to impose a style on your business.
It's to understand it.
The ambition behind it.
The audience you're trying to reach.
What makes you different.
What's getting lost in translation.
And what you want this business to become.
Then I turn all of that into a brand that feels distinctly yours and makes sense to the people you want to attract.
Because a beautiful brand that says the wrong thing is just expensive decoration.
I don't make brands look better.
I make them make sense.
I believe the best brands don't need to shout.
They need to be clear enough, distinctive enough, and considered enough that the right people know exactly why they should care.
That's what I build.
Strategic brands and digital experiences that make businesses easier to understand, harder to forget, and impossible to confuse with everyone else.
Because your brand should feel like the business you've built — not a template you've been given.
Hi, I'm Ioana.
After talking with us, she did her research and provided a detailed, professional product that truly embodied everything we were looking for."
— Miguel Garcia, Brand client
Every business has something that makes it different.
Sometimes it's obvious.
Sometimes it's buried underneath years of DIY decisions, changing offers, mixed messages and a Pinterest board full of things you liked six months ago.
My job is to find it.
I want to understand:
What are you really building?
Who is it for?
What makes it different?
What should people feel when they encounter it?
What's getting lost in translation?
And where do you want this business to go next?
Only then do I start designing.
Because the goal isn't to make your business look like my work.
It's to make it look unmistakably like yours.
I DON'T IMPOSE A STYLE.
I FIND YOURS.
You've built something real and you're ready for your brand to reflect it.
You care about the details, but you don't want to make every decision based on what's currently trending.
You're willing to think strategically, not just aesthetically.
You want a creative partner who will challenge your ideas when they need challenging — not someone who simply executes whatever you send over.
You're done second-guessing your brand.
And you understand that good branding isn't an expense you tolerate.
It's an investment in how your business is perceived.
WE'LL PROBABLY WORK WELL TOGETHER IF...
Ready to build
something
that lasts?
HOW I WORK
01. I ASK A LOT OF QUESTIONS.
Not because I enjoy interrogating you.
Because I need to understand the business before I can understand the brand.
We dig into your positioning, audience, story, personality, goals and ambitions.
02. I LOOK FOR THE THREAD.
The thing that connects everything.
The idea, tension, perspective or quality that makes your business worth choosing — and gives the brand something to say.
03. I TURN IT INTO SOMETHING TANGIBLE.
Strategy becomes identity.
Identity becomes experience.
Typography, colour, imagery, art direction, messaging, website.. everything has a job to do.
04. I STAY INVOLVED.
I work collaboratively, explain my thinking, listen to your feedback and guide you through the decisions.
You should never have to wonder:
“What happens next?”
03. YOU LEAVE WITH MORE THAN PRETTY FILES.
You leave understanding your brand.
You know why it looks the way it does.
You know how to use it.
And, most importantly, you feel confident putting it into the world.
Some people find branding.
I was built for it.
I studied Visual Arts not because it seemed practical, but because somewhere along the way I discovered I was a creative person and once I knew that, I couldn't imagine doing anything else.
Every canvas, every handmade project, every hour spent getting the details right was teaching me the same lesson: the way something looks is never separate from what it means.
That's still how I work.
In 2023, I completed the INSIDE LVMH Certificate, the luxury industry's own programme, the same thinking that sits behind Dior, Louis Vuitton, Bulgari. Specialising in Creation & Branding. I didn't do it to collect a credential. I did it because the brands I work with deserve that level of thinking, and I wanted to be sure I could give it to them.
HERISSE THE STUDIO exists because I kept meeting founders with real businesses, real talent and real vision, invisible behind brands that didn't reflect any of it.
I built this studio to fix that.
Strategy first. Aesthetics second. Always.
A little more about me.
BEYOND THE BRAND.
I'm a designer, but I'm also a person who happens to have a life outside of Adobe.
I collect inspiration everywhere. Art exhibitions. Architecture. Fashion. Photography.
Beautiful spaces. Packaging I can't stop staring at in a shop.
I'm interested in why certain things feel special and why others don't.
You'll probably find me saving something because I love the typography, changing my mind about a colour combination for the fifth time, or taking a photo of something completely random because “this could be a really good reference.”
My brain doesn't really switch off from design. And I'm okay with that.
my art // my inspiration
If you're ready to stop second-guessing your brand and start showing up like the business you've become, let's talk.
I take on a limited number of projects each quarter — intentionally.
Every client gets my full attention, not a template and a handoff.
