Brand consultant offering bespoke brand experiences.

From start-ups to heritage, luxury retail to art institutions, and boutique to global, throughout her career Ioana Friedman has developed human-centered strategies for growing brands based on their foundational blueprint.

Ioana worked as a Digital Design Director and led creative strategy and teams for several global organizations, including Estée Lauder Companies and e.l.f. Beauty, nurturing audience and customer experience throughout the digital ecosystem by building design teams, visual languages, and content pipelines. She's served in a creative strategy capacity at Magnum Photos, Keith de Lellis Gallery, and powerHouse Books.

Ioana was born in Bucharest, Romania, and came to the U.S. as a refugee at twelve years old. She studied visual arts at the Duke Ellington School of Arts in D.C. and earned a BFA in Media Arts from Pratt Institute in Brooklyn, NY.

Ioana Friedman is also founder and editor of The Daring, an online art and culture magazine. She is dedicated to community and economic development via strategy, design, and story.