Select Clients & Brands
Luxury Beauty & Apparel
Clinique for Men
Darphin Paris
e.l.f. Beauty
Estée Lauder
Lab Series Skincare for Men
Origins
Prescriptives
vineyard vines
Art Institutions
Higher Pictures Gallery
Keith de Lellis Gallery
Magnum Photos
New York Historical Society
New York Photo Festival
powerHouse Books
Technology + Agency
50 Kal Communications
BlueSwitch
Visura
Visual Storytellers
Vivian Cherry
Paola Gianturco
Gilles Peress
Ray Mortenson
Health & Wellness
Kinespirit Studios
Brand Consultant (2019 – present)
In summer 2019, Ioana Friedman began consulting for select clients, offering bespoke brand development with focus on digital and e-commerce growth. By appointment.
The Daring Media (2019 – 2022)
Publisher & Commissioning Editor responsible for UI/CX, editorial strategy, and budget management. Publishing eye-opening interviews, art, and incisive writings that move the creative conversation forward.
Estée Lauder Companies (2015 – 2019)
Global Digital Design Director responsible for a full digital relaunch and all creative output across UI/CX, advertising, social media, and e-commerce. Evolved a print-forward culture into an intuitive, content-driven, digital presence. Directed a multimedia team of digital designers, photographers, illustrators, and videographers through all phases of visual and interactive design execution. Brands include Lab Series, Clinique for Men, and Prescriptives.
e.l.f. Cosmetics (2010 – 2015)
Digital Design Lead. Defined and executed global visual and e-commerce experience standards across digital channels. Expanded and enriched internal core competency by recruiting talent and building an in-house photography studio. Partnered with leaders across the organization to develop sustainable marketing strategies to respond to a rapidly fluctuating market. Developed and pitched concepts spanning UI/CX, core product content, and storytelling. Conceptualized, briefed, scoped, and produced advertising campaigns.