services
design
art direction
and more
art direction
and more
contact
alexandra.cacovean@gmail.comfollow
Originally Romanian, I grew up in Madrid and have been living in many places ever since.
As a kid, I constantly asked questions and was intrigued by basically anything around me. From knitting, judo, beadwork to photography and retouching my photos with a pirate version of Photoshop on my mom’s computer. I have always been fascinated by the endless possibilities of creation and I love trying new things.
This connection between curiosity and creativity has greatly helped shape my career. I have been working for agencies and in-house clients including Media.Monks, Ogilvy, OSIER and ROYAUMS for 6+ years.
My work comes from concept and art direction, and it encompasses a multidisciplinary approach based on brand design, social media, digital design, print, layout, and motion design, among others.
With a strategic approach and a great sensibility for layout and color, I collaborate seamlessly with teams to create a brand new world for brands in the field of fashion, tech, non-governamental organizations and culture.
Previously, I was a social media manager and I hold a Master’s degree in Entertainment Communication Science. Careers are weird and non-linear sometimes!
personal projects
Beyond creative work, I spend a considerable amount of time making illustrations and learning everything about RISO print.
My new project, ieri, is an illustration venture rooted in my Romanian heritage with a global and intercultural influence. I am right now specializing in illustrations, posters, and matchboxes. With a strong focus on colorful designs and patterns, and aiming to infuse style and creativity into everyday life through its statement products.
My new project, ieri, is an illustration venture rooted in my Romanian heritage with a global and intercultural influence. I am right now specializing in illustrations, posters, and matchboxes. With a strong focus on colorful designs and patterns, and aiming to infuse style and creativity into everyday life through its statement products.
Another passion has been the creation of a design system to represent feelings. I assigned 8 colors to emotions, factored in daily weather, and
tracked habits. I collaborated with some friends for a month and dedicated each end of day to journal what were the 3 most
predominant emotions during the whole day, how was the weather, and if we accomplished some of our habits.
In the future, I want to develop a yearly calendar to help visualizing your overall mood, and also prototype an app to track daily your emotions.
A great part of my interest nowadays is dedicated to the intersection between creativity and technology.
I have been exploring how generative AI can help my workflow and to visualize my ideas, by creating moodboards and concepts. Some of my work in this field has also been featured in the AI Art Book ‘Ahead of the Lens’.
do you do things besides siting behind a screen
Precisely! I do have a wide range of interests.
I have always had a love for fashion and beauty. I really admire their goal of pushing forward, innovating, and learning how to stay ahead. I am also particularly interested in how to make sustainability a key factor of these industries.
Sports and yoga, have ben an essential part of keeping me grounded and mindful. I do love trying out new things, my current obsessions are reformer pilates, sound baths and weight lifting. I do also enjoy discovering the world through hikes.
Architecture. Did I choose to study Advertising and PR in the University Complutense just because it was a brutalist building? Maybe, yeah. I think architecture was my frustrated career choice.
Food! One of the most valuable lessons that my family has taught me is the love for cooking and the attention that you put on cooking and preparing whole foods. Right now, I do love mixing Romanian cuisine with Spanish, and I do have a soft spot for Korean and Japanese foods.
Finally, I have a deep obsession with art and museums, I particularly enjoy De Stijl and the Bauhaus. I get so much inspiration from museums that I even created a separated section of this website for that