01 · System
Identity and brand systems
I build the logo, typography, palette and grid, then document how to use them. The team can create new materials without losing consistency.
/ Brand Perception Architect
Cristian Georgescu.
I build brand systems that shape how the market sees you before you spend your first euro on marketing. My portfolio includes work on the Romanian Government's AI platform and for boutique clinics.
15+ years in design · Head of Design, One Percenter
/ Track record
15 years, by the numbers.
1,219,047
Messages in
a single month
300+
Projects
in 15 years
93%
Clients who
come back
$10M+
Raised by startups
after a redesign
As part of the Humans.ai team, Cristian worked on the dashboard and monthly report that organised 1,219,047 messages in a single month for the Romanian Government's AI platform. His 300+ projects span more than 100 industries, from full brand identities to product interfaces. 93% of his clients come back, and systems built years ago are still in use. Startups he redesigned have gone on to raise more than $10 million in combined funding.
/ The thesis
Campaigns amplify the perception your brand has already created.
Many businesses deliver more value than they manage to express through their identity, website and the way they present themselves. When a gap opens between real value and perceived value, media spend exposes it to a larger audience, so every marketing euro carries an impression that does not reflect the business behind it.
I first understood this before moving into design, while leading marketing for a group of salons. Clients formed their impression long before the sales conversation, based on the signals they read in the first three seconds, and the conversation that followed could influence the decision only within the limits of that impression.
Today I build the full system through which a brand expresses its value, so what the market sees matches the business behind it and earns trust from the first interaction.
Growth begins with the perception that shapes the client's decision.
Cristian Georgescu's working principle
/ The path
From marketing to perception architecture.
Over the past 15 years, my work has moved from visual identity to digital products and complete brand systems.
01before 2010
Salon group · Marketing
Marketing, not design
I ran marketing for a group of salons. One lesson has stayed with me ever since: the buying decision begins before the first conversation.
022010 → 2020
Visual identity · 100+ industries
A decade of visual identity work
I created brand identities, editorial designs, packaging and campaigns for clients across more than 100 industries. Those years taught me to create identities that stay consistent across the materials a business uses.
032020 → 2024
Humans.ai · ION
The move to product
As part of the Humans.ai team, I worked on ION, the AI adviser to the Romanian Government: user research, the decision dashboard and the printed monthly report. The work shifted my focus from appearance to function. The interface also had to be clear to users without a technical background.
042024 → 2025
Richardson Sales Performance, USA
UX for a training platform
I worked remotely for a year as a contract UX Designer at the international sales training company. I designed the guided setup flow for administrators and completed a mobile accessibility audit.
052025 → today
One Percenter · Head of Design
One Percenter
I lead design at my own studio in Switzerland, taking brand systems from strategy and identity through to implementation across materials, websites and ongoing maintenance.
/ What I build
Where I step in.
02 · Perception
Perception before conversion
I work on the impression the market forms in the first three seconds. It takes shape before media spend and is reflected in the clients who choose to call.
03 · Interface
UX for decisions and conversion
I design the information architecture and flows that turn traffic into bookings, quote requests or orders. The work begins with an audit of what currently blocks action.
04 · Application
The brand carried into the campaign
I apply the same system across key visuals, print, social, packaging, OOH, signage and websites. The brand stays recognisable from the clinic door to the homepage.
/ The proof
Two projects, in context.
ION, the Romanian Government's AI platform
Between December 2021 and May 2024, I worked on the Romanian Government's AI adviser as part of the Humans.ai team. I contributed to user research, information architecture, data visualisation and editorial layout for the decision dashboard and printed monthly report.
1,219,047
Messages in
a single month
2,049
Unique emotions analysed,
from the government report
19 + 5
Interviews and focus groups,
with government analysts and policy advisers
3
Aggregated data sources:
website, social media, the physical robot
Prima Clinic, Craiova
The project for the Craiova polyclinic began in 2026 and is still underway. The website received daily traffic, but visitors were not booking appointments. The heatmap showed that they overlooked the booking button. I rebuilt the identity and turned the contact page into a clear booking flow.
0%
Attention on the booking button
in the pre-redesign heatmap
4 steps
In the new
booking flow
1 system
Across all media: brand manual, Braille signage, OOH, print, merch, website
/ Recognition
Three years in the global Uxcel top ten.
In Uxcel's 2026 ranking, Cristian is ranked fourth worldwide with a score of 88, and is the only Romanian in the top ten. In 2024, he ranked first worldwide and was named Best UX Designer, after placing in the top ten in 2023.
Cristian has mentored designers on ADPList and Uxcel for more than two years. He joined the Uxcel podcast to review portfolios live and holds more than 30 certifications in UX and design. The ION project was covered by the international press.
Uxcel's public ranking is continuously recalculated from verified skills. The position above was checked on 21 September 2026 at uxcel.com/uxcel-rankings.
/ Complementary
Perception opens the path to growth.
Daniel builds the growth architecture and the system that accelerates revenue. I build the perception that supports that system. Together, we connect brand and growth architecture.
Revenue Acceleration Architect
Daniel Ene
Daniel has spent 15 years in marketing, from link building to growth architecture. His work has influenced more than €250 million in sales, and he served as CMO at the Limitless agency.
View profile →
/ Next step
Before I recommend anything, I look at what the market thinks of you today: your brand, website, materials and how you appear next to your competitors. I show you what deserves attention now, what can wait and the order I would tackle it in. No pitch.
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