Brand Therapist. A beam of support and clarity for entrepreneurs that drive business growth through strategic branding and psychology tools.
Almost 20 years of experience
I’ve lived and breathed branding for almost 20 years. Truth be told, I think I’ve seen it all. From startups barely finding their footprint to massive corporations with thousands of employees.
I’ve done almost every job imaginable. From literally mopping the floors the night before my client’s cafe launch (this place is now a nationwide franchise, it seems like it was worth it) to coordinating a live, multi-city online conference during the pandemic across six major European hubs (Milan, Bruxelles, Bucharest and others), managing dozens of technicians and VIPs.
I know what it means to build from scratch. I know the weight of cash flow issues and the stress of running out of money for salaries. I know what it feels like to have a burning thirst to create, yet being held back because you’re simply not in the right place.
Don’t get me wrong, I know I still have a lot to learn and continuous learning is my core value. But honestly, sometimes I feel like I’ve been through it all. I know deep in my bones, what it actually takes to build from the ground up.
My career milestones:
I have a multi-disciplinary foundation: a Bachelor’s degree in Economics & Marketing, a Master’s in Advertising, and later in my 30s, a Bachelor’s in Art History;
I love a good psychological deep dive: admitted to a Master’s in Psychology at 26, which I left unfinished formally to pursue a massive, self-directed deep dive. Meanwhile, I completed dozens of specialized trainings in CBT, REBT, NVC, hypnosis, EMDR, and Constellations.
Brick and mortar agency: in my 20s, I spent nearly five years founding and running my own brick-and-mortar advertising agency.
Now I try reinventing the game: founder of BEAM, my current agency, born out of my ambition to reshape and reinvent the traditional agency model.
Client work: hundreds of clients across the mid-market and upper-premium sectors, spanning multiple industries;
Author: Self-published author of two books, with hundreds of volumes sold.
Podcaster: Hosted multiple podcasts over the years, leading up to my latest, most aligned audio project.
Trainer: I am a certified trainer.
Today, I wear a multitude of hats. I have a mind that allows me to be everywhere at once, and (contrary to expectations) I manage to do it all efficiently, bringing a cross-disciplinary approach that elevates everyone I work with.
I deliver to my clients a distinct blend of creative direction, project management, brand management and business coaching.
I am your beam of support and clarity
In all this beautiful, diverse and creative environment that created for myself, I have deeply missed having a steady beam to lean on. Something to hold onto during the hard moments; or, at times, someone to push me forward, to give me fresh perspectives, and shake me out of my own mental limits.
I didn’t always have that. But I want to be that solid, unwavering beam of support for you.
My dream and my vision is to be that solid beam people can lean on to build their vision and success. Even though my domain is branding, my clients’ testimonials show me that my role goes far beyond the label of brand specialist. I know how to guide, to mentor, to help people find their way, and to speak the raw truths that everyone else avoids putting into words.
One thing is clear: it fulfills me deeply to see how a brand, once fortified through my contribution, becomes a force that transforms the world of the people I work with.
Why „The brand therapist?”
Over the past few years, two distinct paths in my life converged: my own deeper personal evolution and the privilege of shaping some powerful personal brands.
When it comes to personal growth, I don't just scratch the surface. I have nearly 15 years of talk therapy under my belt. I am trauma-informed. I’ve read hundreds of books on psychology and human behavior. I know and tried a bit of everything: CBT, existential psychotherapy, psychodrama, NLP, EMDR, positive psychology. I am most interested in CPTSD and developmental trauma.
It is impossible to separate this side of me from my consulting. At first, I wasn’t even aware I was doing it. But my clients kept giving me the same feedback: I was creating a deeply safe space for them to expand, providing not just business clarity, but the emotional grounding they needed to lead. The pattern was so undeniable that I began auditing my own process. I realized I was actively bringing psychological frameworks into business strategy. That is exactly how I coined the term Brand Therapist.
On the flip side, over the last 5 years (which happen to be my most profound years of inner work) I’ve partnered with high-impact leaders across various industries. Through this, I uncovered a universal law:
A business can only grow as far as its leader is willing to grow.
There is no bypassing this. It became clear that to build a truly resilient brand, you have to look deep into the entrepreneur's mind. I map out their lived experiences, their raw truths, and use them to build an authentic brand. In a market saturated with AI-generated stuff, the absolute last thing we need is is more fakeness and masks.
Traditional branding methods almost always start from the outside. They dissect the target audience, craft targeted messaging, analyze data, and pivot based on external expectations. Ofc it works for some brands, especially the big corporate ones. But I like to approach it from the exact opposite direction.
The traditional "outside-in" model is flawed because it ignores the entrepreneurs heart: the raw ambition, drive, and personal mission of the founder. I believe the leader is the ultimate brand ambassador. And I love organization where eveything is built on their values and ethos. To build communication and a brand that actually flows naturally, the internal landscape of its owner is where I think we must start.
My inside-out approach ensures that your brand messaging resonates with genuine conviction. By anchoring everything in your authentic worldview and matching values, we build a system that naturally fosters a fierce connection with both your customers and your team. In this way, this isn't just a marketing layer it is an unshakeable foundation at the very core of your business.
My way of working: blending strategic branding and psychology tools
Beyond my personal journey with therapy and self-development, I am a certified coach with plans to formally train as a therapist.
The strategies I build are born directly from this process of active listening.
My ideas are never an external imposition; I don't force them from the outside. Instead, I extract them from the life stories of the people I work with. They are already a part of their inner world. My role is to objectively capture these raw elements, then distill and transform them into a coherent, structured system.
I am frequently told that I bring immense clarity and that my work is delivered with refinement and class. And I am deeply proud of that.
My work bridges strategic branding and psychological tools, anchored by a core set of convictions I’ve developed over time:
I believe I can only guide people (in coaching and in business) as far as I have gone myself, and no further.
I believe that businesses only grow to the limit of the personal development of the people who lead them.
I believe that everyone has a personal brand, and if we are not aware of it, we cannot build a coherent communication effort that yields tangible results or carries true intent.
I believe that business goals and personal goals must be aligned; otherwise, the latter become obstacles for the former.
I believe that not everyone needs to be on social media. I believe you can build something solid without creating "noise"—in fact, quite the opposite, by turning down the volume.
I believe that success is unique to everyone, and I need to understand what success looks like to you so that I can build a brand that is truly aligned.
Let’s talk about your brand
If what you’ve read speaks to you, let’s chat about your brands—both personal and business.
Here is how I can support your journey:
1:1 Brand therapy sessions: Focused, on-demand sessions tailored around a specific goal you set. We dive into your personal brand, and I provide laser-focused, actionable feedback.
Brand strategy: For those moments when your next steps are blurred, things feel chaotic, and you lack clarity on where you want to land.
Complete branding frameworks: An end-to-end process covering everything from the deep-dive audit to visual brand design (logo and identity architecture).
In-Person Events & Workshops: Tailored training programs for teams and organizations (drop me an email for more details). Also exclusive, limited-seat workshops and courses hosted live, which I announce regularly across my social channels.