branding - Hey Lucy

Joben Rebranding

branding, graphic design, motion design / Lucia Codreanu

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.

branding, graphic design

Bink Rebranding

branding, graphic design / Lucia Codreanu

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

branding, illustration, product design

Quod Financial Icon System

branding, illustration, product design / Lucia Codreanu

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.

branding, graphic design

Nelimitat by BT – Visual Identity

branding, graphic design / Lucia Codreanu

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.