.about

Short version:

Strategist, consultant and writer in real life, poet in my secret life. I take everything and nothing seriously. Continuous learning as a core value. Defined by modernism, shaped by minimalism. In a complicated relationship with Cluj, forever in love with Stockholm. Big fan of coffee shops and by all means, coffee lover. Fascinated by the melody of things, mostly in a silent scream.

Not-so-long version:

I’m always on the run, early adopter, I smell trends before anybody else sees them and I make a living out of selling organized ideas. I get bored easily. The most valuable thing you might find in my home are books (hoping in a few years this statement to be changed into: the most valuable thing you might find in my home is a fancy-modernist-minimalist piece of art).

I love Stockholm. I love Scandinavia. I am pretty sure in another life I’ve been some sort of viking with blonde hair and amazing body. The lord has failed me, in this life he took me away from my Icelanding roots, so I’ll mostly choose the Darwin path.

I love architecture. I love Louis Hahn. And I absolutely adore Tadao Ando. I dream of becoming an architect one day.

I am always obsessed about something. One day you’ll find me studying spatial geometry and the other day I’ll be stalking one of my professors into telling me more about complex systems. Or cinematography. Or some amazing artist (currently in love with Olafur Eliasson).

I’ve read so many psychology books and invested in so many therapy hours, I could write I almost have a degree in psychology. But I don’t. But one day I’ll have. After I finish with cinematography, architecture, anthropology, I’ll definitely subscribe for a psychology degree.

My puzzle right now:

One project it’s not enough to entertain my creative-workahoolic-visual life.

  • I own a modernist-driven branding studio: BEAM;
  • I am counselor of MEP Dacian Cioloș;
  • I just finished History and Theory of Arts at UAD and I work my thesis about modernist architecture in Cluj-Napoca;
  • 4 years ago I started a project for the Romanian hospitality industry and I currently run a podcast within the same project: Pinch of Salt.

And if you’re here for business:

My speciality: branding for upper medium – premium businesses. I am the perfect mix between art directing and project management. My toolbox: brand strategy, communication strategy,  business consultancy, writing and visuals. I bring life,  energy and human touch into every brand I work with. I use a modernist approach in aesthetics and communication.

Linkedin | hello at alexandracraciun.ro

That’s it. Send me an email. And if we have THAT chemistry, I’ll take you to my favorite coffee shop.