I'm Raluca Gijbels, Ralu to anyone who's met me, and I've been doing this for seventeen years.

Long enough to know that most brand problems arrive disguised as design problems. The brief says "we need a new logo." The real issue is that nobody has decided what the brand is meant to say, to whom, or why.

So I diagnose before I design. Positioning, audience, the gap between what you mean and what you're publishing, then the creative built on top of something solid. I work with European associations, in-house marketing managers, and agencies who need a senior pair of hands they can trust with the thinking, not just the output.