Born in Belgrade, shaped & based in Barcelona, I’ve spent the past 20 years navigating the space between visual identity, storytelling, and advertising — whether rebranding a global video platform or designing a soap box that makes you want to keep the packaging.
I’ve worked with Netflix and Corning, taught at IED Barcelona, and since recently I’m a part of curated commerce experiment called Ican’taffordthisbutmaybeshecan. I believe good design is a kind of quiet activism. Curious? Let’s talk.
Recent projects
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World-renowned mountaineer and trail runner Kilian Jornet has partnered with family-owned footwear company Camper to launch NNormal.
During my six-month tenure as Senior Art Director at Nnormal, I have played a key role in creating a wide range of brand applications. My work includes point of sale materials, packaging, print advertisements, editorial content, videos, and social media strategies.
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Dailymotion is a video-sharing platform where users can upload, watch, and share videos. As a Senior Art Director on the Marketing and Branding team, I played a pivotal role in developing the company's new brand identity. This extensive nine-month project involved close collaboration between the Strategy, Product, Design, and Marketing teams. The diverse range of applications and formats presented an exciting and rewarding challenge.
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As a Senior Art Director, I was part of an external team tasked with ideating and designing a learning and coaching platform for Netflix employees. Our work involved regular reporting to executives from Development and Organization, HR, Branding, and Product departments.
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Carl Friedrik is a British company that specializes in creating high-quality leather and travel goods. Known for their sleek and durable designs, Carl Friedrik products are crafted using premium materials like Italian leather and polycarbonate. Their offerings include a range of bags, briefcases, wallets, and travel accessories that blend functionality with sophisticated style.
As a part of their branding team, I was involved in producing all sorts of assets for their website and online shop.
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ICATBMSC is the long-distance shopping list of George Wu & Malika Favre — two close friends and fellow colour lovers. What started in 2020 as a love project has rapidly grown into a budding community of design-savy people.
As a part of the creative team, I’ve been building their online shop & magazine, designing newsletter, and creating a social content.
Experienced in:
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In recent years, I have developed numerous branding projects for small, medium-sized clients, as well as for big tech companies. I have worked directly with decision-makers, either independently or in collaboration with other partners, to shape brand identities, create websites, and address various marketing communication needs.
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As a creative director, I have been actively involved in various stages of creative strategy across multiple projects. This includes identifying key placements, implementing campaign strategies, and coordinating necessary assets while understanding their purpose. Additionally, I participate in presentations to final clients and, when working with tech companies, present to stakeholders.
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For over 10 years, I have been leading and managing creative teams in advertising agencies and design studios. Additionally, as a teacher and coordinator at the Instituto Europeo di Design in Barcelona, I have had the opportunity to oversee the art direction course program and collaborate closely with other educators.
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Whether leading a team or working independently, I have shaped the art direction for brands and institutions across various sectors, including culture, sports, technology, food and beverages, education, fashion and consultancy.
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Over the years, I’ve worked with digital agencies on a wide range of digital products and campaigns for clients from all kinds of industries. Some highlights:
–A cooking community platform for Knorr Spain
– Netflix’s internal learning and coaching app, used by over 80,000 employees
– A full rebranding of Dailymotion’s video platform for both mobile and desktop
– Lindt Spain’s digital ecosystem — from social media and websites to apps and campaigns
– An internal app for employees at Abu Dhabi Airport
I’ve also designed websites for brands across sectors — here are some of the ones I’ve built in collaboration with Rebellion7
