Hey Lucy

branding, graphic design, motion design

Joben Rebranding

branding, graphic design, motion design /

Joben Experience Bar Rebranding WHO Joben Experience Bar When December 2024 creative direction brand audit rebranding graphic design communication strategy The context Joben is a new experience bar concept built around the fusion of nature, humanity, and technology — a positioning that required more than a visual identity. The founders approached me at a moment of transition, seeking clarity around who they are, what they stand for, and how they should communicate with their audience. Before any design work began, I guided them through a full strategic process to uncover their essence, articulate their vision, and define a brand voice capable of supporting their long-term ambitions. Only after establishing this foundation did we translate the strategy into a modern, flexible visual identity system. The challenge Joben was preparing to reposition itself for a new phase: the launch of a reimagined experience bar that blends multisensory hospitality with a futuristic outlook. The team had an early idea of “nature + humanity + technology,” but needed help transforming it into a clear narrative, a defined tone of voice, and a cohesive identity. During the Discovery stage I guided them through a structured exploration of purpose, vision, mission, audience needs, and competitive landscape.  I also analyzed Joben’s positioning through brand archetypes, enabling the team to better understand how they wanted to show up in the market: bold, innovative, and experience-driven. https://heylucy.studio/wp-content/uploads/2025/12/joben.mp4 My Responsibilities for Joben Experience Bar Communication Strategy Facilitated discovery workshops with the founders to define their purpose, mission, vision, and values, conducting marketing and competitor analysis, identifying target audience. Visual Identity Designed the complete visual identity system, including the logotype, symbolic three-dot motif, color palette, typography, graphic elements, and applications. Social media Created highly reusable template systems forJoben’s Facebook and Instagram pages that would accomodate for a wide range of content and collaborate with Joben’s marketing team. Brand Identity Delivered the full brandbook with guidance for applications across digital, print, merchandise, signage, and social media.

graphic design, illustration, product design

Psychedelia meets Trap – BT’s stand at Beach Please Festival

graphic design, illustration, product design /

Psychedelia meets Trap – Banca Transilvania’s stand at Beach Please WHO Vitrina Advertising, Banca Transilvania When June 2024 graphic design illustration The context Banca Transilvania has made it a tradition being present at all the main Romanian festivals, and this year it was not an exception – BT activation could be found at this years newbie Beach Please, held in Costinești. My responsibilities I partnered with Vitrina Advertising to make the creative team’s vision come to life. My responsibility was to assist with the graphic design, to build up on the proposed directions for each room and manifest them into tangible designs, to create illustrations, decorations and other suitable assets and to come up with efficient implementing solutions that could be built with minimal hassle. Kudos and Notes Shout out to the amazing 3d skills of Diana Boacă and Teodora Olaru for bringing the designs to life, to Andra Mindirigiu for killer copy and last but not least, to Catalina Ciolan for trusting me with this and for coming up with such a cool creative direction. All the love to you, girls, proud to feature your names on my website and to give the credit you deserve.

graphic design, UX/UI

App Design Concept for Dubai Holding

2 Comments / graphic design, UX/UI /

Dubai Holding – Revolutionizing City Rewards WHO Dubai Holding When February 2024 creative direction UX/UI design graphic design The context Dubai is known for its cutting-edge technology, offering tourists an exceptional experience. However, the digital infrastructure for card payments was not being used to its full potential, impacting the overall experience of the city. Dubai Holding approached Bink with the goal of revitalizing their city app, in order to increase user engagement and satisfaction. The challenge The existing app offered cashback rewards (1 AED = 1 cashback point), but it lacked engagement and personalization. Users had no incentive to return once they’ve used their reward. Dubai Holding needed a solution that would increase user engagement and offer a more tailored experience. Our Proposal We pitched a complete overhaul of the app, introducing a new, gamified rewards system. Instead of traditional cashback, we designed “Smart Rewards” – personalized and engaging incentives tailored to each user’s preferences and behaviors. Our vision was to transform the app into a cutting-edge tool that not only rewards users but also enhances their overall experience in Dubai.We envisioned a Smart Economy ecosystem where data-driven insights provide both value and convenience to users and businesses alike. You can find more info on how I tackled the pitch here. Key Features of the New App Smart Rewards System Personalized and gamified rewards replace the old cashback model, making the experience more engaging and fun. Enhanced User Experience Users receive digital receipts, useful retailer information, and purchase history right at their fingertips. Seamless Integration: Users can join loyalty programs, view earned points, and access exclusive offers with just one tap. Rich Discovery A live directory of every business in Dubai, along with links to their apps, socials and loyalty programmes, enabling rich discovery experiences for both tourists and locals. Data-Driven Insights Merchants gain valuable insights into customer behavior, allowing for better-targeted campaigns and improved business decisions. We propose a transactional environment enhanced with an awareness of the identity of the buyer and seller, with both parties in full control over data sharing. With open access to all. My responsibilities Shout out to my lovely peeps at Bink: Carmen Muntean – head of CX and Marius Lobontiu – VP of product. This collaborative effort resulted in a comprehensive and modern app concept. Speaking of Bink, feel free to check my Bink rebranding project as well. As the UX/UI Designer for this project, I played a key role in bringing our vision to life. My responsibilities included: UI Design Created the user interface for the app, ensuring it was both aesthetically pleasing and intuitive to navigate. Pitch Visuals Developed all visual elements for the pitch presentation, including mockups and design assets, which you can read more about here. Ideation Joined Marius and Carmen in multiple brainstorming sessions to ideate potential features and the overall app structure, layout and flow, ensuring a seamless user experience. Design Consistency Ensured that all visual aspects of the project were consistent with the proposed brand guidelines and user expectations.

branding, graphic design

Bink Rebranding

branding, graphic design /

Bink Rebranding WHO Bink Loyalty When February 2023 creative direction web design UX/UI design motion design branding brand audit illustration The context Bink, a UK-based fintech startup, aimed to revolutionize how consumers interact with loyalty programs by linking payment cards with the loyalty schemes of retail partners. This integration allowed consumers to ditch plastic loyalty cards and streamline their rewards experience, while retailers gained valuable insights into customer behavior. To align with their innovative mission, Bink needed a cutting-edge and professional visual identity that better reflected their brand values. Feel free to check my other Bink-related projects as well – like this sleek animated pitch deck or this app concept for Dubai Holding. The challenge The existing visual identity of Bink was outdated and lacked the professionalism needed to attract both consumers and retail partners. Bink catered to both consumers and businesses, which require different approaches, so it needed an effective creative strategy for both. For the consumer facing capabilities, Bink needed to have a straighforward and approachable message, since the target audience consistent of various demographic groups, of all ages and backgrounds. For B2B, having partners such as Barclays and Lloyds Banking groups, as well as some of UK’s largest retail chains, it needed to be professional and sleek. https://heylucy.studio/wp-content/uploads/2024/07/ex1.mp4 https://heylucy.studio/wp-content/uploads/2024/07/01.-Laptop-Mockup-Animated-Dark-Style.mp4 My Responsibilities as the in-house designer at Bink Rebranding Established the tone of voice, positioning, the visual identity, marketing collaterals, custom icons, illustrations, social media templates, and other visual assets. Website redesign Redesigned the entire website to ensure it effectively communicated Bink’s value proposition and appealed to both consumers and partners, navigation, information architecture, structure and flow of the whole website. Social media Created templates for Bink’s Linkedin and Instagram pages, created regular content and collaborated with Bink’s marketing team to produce impactful campaigns. Presentation video Created a dynamic presentation video to visually represent Bink’s services and benefits, implementing custom animations and illustrations. https://heylucy.studio/wp-content/uploads/2024/07/ex2.mp4https://heylucy.studio/wp-content/uploads/2024/07/ex3.mp4https://heylucy.studio/wp-content/uploads/2024/07/ex5.mp4

UX/UI, web design

NIX Website Design

UX/UI, web design /

Website Design for NIX Who NIX (nixtime.uk) When September 2023 web design graphic design wordpress The context NIX is an independent business specializing in the customization of premium watches, offering limited edition pieces tailored to their customers’ preferences. They needed a sleek and informative presentation website where users could learn about their services, explore available products, and easily get in touch. https://heylucy.studio/wp-content/uploads/2024/07/Laptop-Mockup-01.mp4https://heylucy.studio/wp-content/uploads/2024/07/video2.mp4

graphic design, motion design

Dubai Holding – Powerpoint for complex animations?

3 Comments / graphic design, motion design /

Dubai Holding – Powerpoint for complex animations? WHO Dubai Holding When February 2024 slide design animation illustration The context Dubai is known for its cutting-edge technology, offering tourists an exceptional experience. However, despite these advancements, Dubai Holding recognized the need to enhance their digital engagement. To achieve this, they aimed to revitalize their city app, making it more engaging and user-friendly. To present our vision for the app, which you can find here, we needed a pitch deck that was not only visually stunning but also highly functional and editable by the team. The challenge Creating a compelling pitch deck for Dubai Holding was a unique challenge. The brief required a super sleek presentation with minimal text, rich visuals, illustrations, 3d models, animated graphics, nice transitions and engaging animations. Typically, such a deck would be crafted using advanced tools like Adobe After Effects. However, we needed a solution that was not only visually impressive but also fully editable by the team at any point, without the constant need for a designer’s assistance. The Solution To meet these requirements, I chose to create the entire deck in PowerPoint. While not the standard practice for high-end animations and certainly much trickier to implement, this approach ensured the presentation remained fully editable and accessible to the team at any point and in real time. https://heylucy.studio/wp-content/uploads/2024/07/x2-1.mp4https://heylucy.studio/wp-content/uploads/2024/07/x4-1.mp4 My responsibilities Shout out to my lovely peeps at Bink: Carmen Muntean – head of CX and Marius Lobontiu – VP of product. This collaborative effort resulted in a comprehensive and modern pitch deck. Feel free to check out the rebranding we did for Bink. As the designer for this project, I was responsible for: Concept Developing the overall visual theme and style for the presentation, ensuring it aligned with the brand and conveyed the intended message effectively. Graphic Design Creating all custom graphics, illustrations, and visual elements used throughout the deck. Animation Implementing advanced 2D and 3D animations within PowerPoint, making the presentation dynamic and engaging while keeping it fully editable. Ease of use Organizing the content to flow logically and compellingly to ensure the deck met all strategic goals and could be easily updated by the team. https://heylucy.studio/wp-content/uploads/2024/07/x6-1.mp4https://heylucy.studio/wp-content/uploads/2024/07/x7-1.mp4https://heylucy.studio/wp-content/uploads/2024/07/x3-1.mp4https://heylucy.studio/wp-content/uploads/2024/07/x5-1.mp4

branding, illustration, product design

Quod Financial Icon System

branding, illustration, product design /

Quod Financial Iconography Who Quod Financial When May 2021 art direction graphic design illustration iconography product design The context Quod Financial is a global multi-asset OMS/EMS trading technology provider, focused on automation and innovation. They were in need of an identity system for their products. I was in charge of this project while working as a Lead Graphic Designer for Hatchly. This was a challenging project because the company was undergoing a logo redesign as well – which meant that the product icons had to look like their own sub-brands without reffering to the motherbrand, but also look like they belong in the same group. The approach I was responsible for transposing the products and technical terms into easy to understand visual representations. I conducted a discovery call with the client and mantained communication throughout the duration of the project in order to accurately represent complex technical information. I then created an icon system, starting from basic geometric shapes treated like modular items, which can then be combined in a representative way for each of the products. Each of the products have three icon instances, and I also used the shapes and the icons to create patterns, illustrations and other graphic elements for each of the product for marketing collaterals.

graphic design, illustration

Game design – In Between Worlds

graphic design, illustration /

Romanian mythology is filled with rich, fascinating stories and characters, yet many of these tales remain untapped in modern media. To bring these myths to life, I created “In-Between Worlds,” an indie card game that starts off as the classic party game “Mafia” except the mechanics are inspired from Romanian mythology and are different for each of the characaters. The game includes 12 special character and 8 villagers- some of the special characters are good, some are evil, some perform a social function, like bonding other players and others are tricksters – they add a bit of randomness and chaos to the gameflow, in order to keep it entertaining.

illustration

Frontu illustrations

1 Comment / illustration /

Frontu is a field service management software that helps businesses manage tasks and processes for the mobile workforce. Previously known as Tasker, they were in need of a new visual identity as well as a new website design. They came to us while I was working as Lead Designer at Hatchly. For the new website, I created a pack of original illustrations that would illustrate complex technical processes in a simple to digest visual way.

branding, graphic design

Nelimitat by BT – Visual Identity

branding, graphic design /

Nelimitat (en. Unlimited) was a new product developed by Banca Transilvania, aimed towards younger people and young entrepreneurs, which are different than BT’s usual demographic. It is called Nelimitat because the product offers unlimited requests for a fixed monthly fee.

At the time I was working as an Art Director for Vitrina Advertising. While at Vitrina I was Banca Transilvania’s main designer – I often communicated directly with them and created visual assets for their social media. I’ve also worked alongside Vitrina’s BTL department and with creative director Catalina Ciolan on creative marketing campaigns. For this project, I was in charge of the creating the visual identity and all the marketing collaterals for Nelimitat.

web design

Elmtronics web design

web design /

Elmtronics is a UK award-winning supplier and installer of smart electric vehicle charging equipment. They were in need of a website design update to match their new branding. I was in charge of redesigning their landing page whilw working as Lead Designer at Hatchly – I created wireframes and designed the interface of the landing page. I also created custom iconography for the features section of the page.

web design

Frontu Website Redesign

1 Comment / web design /

Frontu is a field service management software that helps businesses manage tasks and processes for the mobile workforce. Previously known as Tasker, they were in need of a new visual identity as well as a new website design. They came to us while I was working as Lead Designer at Hatchly. My task was to re-organise the information from the old site in an easy to navigate way, create wireframes and then design the interface. I was also responsible for designing the visual assets such as illustrations and icons.

Scroll to Top