Food for thought‘[...] do not think that good design can make a poor product good, whether the product be a machine, a building, a promotional brochure or a business man. But [...] good design can materially help make a good product reach its full potential. In short, [...] good design is good business.’
Thomas J. Watson Jr., IBM CEO

On quitting the best job & taking on world’s best: London

September 12, 2010, 5:46 AM


After three years and a half, Friday (September 10) was my last day at Brandient. I remember that during the first year, I was quite unsure if I had made the right decision, of quitting advertising. Gone were the large creative department with the big TV, the couch and the tennis table, the all-night free-bar parties followed by oversleeping, the sexy girls from the PR department, the “cool” factor that surrounded me whenever I said “I’m an Art Director”. Being a designer felt much more serious — less fun, more thought. And it felt lonelier. Fewer and fewer understood what I was talking about now: typography, grid, guidelines, packaging strategy etc. Not to mention the increasingly hard to answer parents’ question: “What do you do exactly?” Sadly, in my country, when I say “I’m a designer”, most still assume I’m in the fashion business.
Oh, the pain…

After two years though, gone were the doubts. Sure, I’d still envy from time to time my art director best friend’s living la vida loca style, but there I was, a 25-year-old, working on large national rebranding projects, having his designs produced in almost all the cities around the country. And those were not simple six-months-lasting outdoor campaigns, but large retail solutions, built to last for at least five or ten years. And it was all thanks to the small group that ‘angrily’ wants to make work that would rival the world’s best in a country that constantly tries to hold them back — and in a market where competitors would rather shoot themselves in their own foot than help build branding and design as a highly-valued and respected profession.

Three years and a half later, I’ve been part of some of the biggest rebranding projects ever to take place in Romania, I’ve learned more than ever and I’ve settled on what I like and want to do for a living. Projects with full responsibility have given me more confidence in my skills and in my decisions while working along the other designers has made me understand that any design approach can be valid, as there is no absolute truth in design, but a multitude of solutions. We are not saving people’s lives, even though we sometimes act like it’ll be the end of the world if the deadline isn’t met. That doesn’t mean that we are less important, as our work influences everybody’s lives, day after day. That comes with its moral responsability, and you can easily fall down the 12 Steps on the Graphic Designer’s Road to Hell, as Mr. Milton Glaser wisefully advises against. But here I go, raving again about the greater impact and  importance of design — but that’s just another important thing I’ve learned in these years: thinking like a designer and living like one, 24/7. Being a designer is a way of life, not just a job.

Some might say that writing all this is a little pathetic, overdramatic or just lame. But it has become a habit these days to forget the people you owe to. Everybody is so self-centered that few remember to even say thank you. Nobody is born all-knowing. And don’t be fooled, nobody got wise all by themselves. It takes a lot of confidence and shared experience from the older ones for you to get any smarter.

So here it is, my pledge to Brandient for giving me the best job by far a designer can have in Romania: thank you.



A few years ago I was quite the unforgiving with those that chose to leave the country. There is so much here to do that I hardly could understand the ones that left in search of the better life, that few ever got. But as usual, the wheel turned around and I became just like them: eager to leave. There are many reasons*, but I’ll name just a few.

First, the challenge
Who wouldn’t dream of working together with the best in the world? Pentagram, Wolff Olins, Brand Union, Landor and so many other top companies that I look up to — why couldn’t I be there? They’re human, just like everybody else. Just as I’ve dreamed while in college of working at Brandient, the best in Romania, my dream these days is to succeed in working and learning from the best in the world. You’ll never get very far if you don’t aim high enough.

Second, the right time
I’m 28 years old. I’m not married (but I am in a stable relationship, and yes, we’re moving together). I do not have kids, nor do I plan to in the next three or four years. Even though I might be old by Alexander The Great standards, I think I still have much to learn and experiment. Just as Siddhartha, the best way to learn about life is to go out and experience it by yourself, in as many ways as you can, to see what you’re really made of. So, as O-Ren says: “Now’s the f***ing time!”

Third, the political, economical and social situation
There’s been more than 20 years since the fall of communism in Romania. Sadly, we’re still ruled by the left-overs of the dictatorial regime — corrupted politicians incapable of putting together even the slightest plan for economic stability. Local businesses are striving for survival while the government seems to excel at punishing any succesful entrepreneurship. Socially, the large majority of the population slowly sinks into cheap, mindless consumerism and cultural vulgarity. Worst thing of all, people have lost the pride in their professions, everybody just hopes to hit “the jackpot” somehow. There is no real self-respect, no trust in anything whatsoever.

Why London?
Because Marry f***ing Poppins, that’s why :)) It’s one of the biggest metropolises in the world and one of the most diverse. People’ve been gathering there for centuries, and those who make it are among the best. Sure there are plenty designers there (some 40k, from what I hear), but intelligent, hard working people are never enough, no matter how big the city. I don’t think I have to tell you about the artistic, the architectural, the ever-moving London. Last but not least, since almost everyone’s usually from some place other than London, moved in recently or having lived there for decades already, the differences between ‘locals’ and newcomers are easily overcome, unlike in other big capitals (Paris, for instance).

What will it take?
Luck, mostly — and patience. The cold hard truth is that it doesn’t matter so much how talented you are, but how well connected you are. Most of the time it’s just about being at the right place, at the right time. However, the good news is that luck can be ‘helped’. Sitting on your ass all day never got anyone very far, that’s for sure.

What’s left behind?
A huge need for design, for education, for sincere art, for competent and upstanding professionals, for succesful entrepreneurs. But that won’t happen without visionary leadership. Until then, Romania remains pretty much a no man’s land, where everyone is fighting for himself and nobody wins.

All in all, moving to London is a big gamble — but then again, I don’t want to look in the mirror twenty years from now and ask myself “Why didn’t you try at least? Were you too scared? Were you too comfy?”.

In the end, I’m hoping for the best, but getting ready for the worse. I’ll be living and working in London from September, 25th.

*Disclaimer: the idea of moving to London came first as a personal decision, but this is another story for another time :)




Good luck mate!

Thanks, I really need luck :)


Take care and show’em what you got!

Good luck and i hope you’ll make “succesuri” ;)

Thanks mate, but I’m trying to forget “succesuri” :P


Iancul(e) this is good news, man! After reading all this I’m like “where the f*** is my backpack?” Good luck!

Thanks Flo :) It seems many are now using my motives to fuel their desire of leaving. I should’ve charged for this :))


I wanted to say this earlier but I was a bit busy so here it is, I liked this part very much: “Being a designer is a way of life, not just a job.”

Too bad that only designers tend to say this, but the truth is that you can develop a way of life from every job or activity, it only takes real passion and hard work. I would love to see other people from different domains saying that they are living not working. It’s like shifting the center-point when we were thought from high school that our main target is to grow up and have a job and family.

Again truth to be told, in quite hard to develop this kind of life in Romania’s political and economical context. Unless you’re planning to live inside you.

PS Last time I heard something about this was at Steve, who said that Apple is not a job, but a way of living :D

Dragos, when you feel design is your way of life, then you know design is your calling ;)

Not only designers feel like this, any good professional does. Last week I talked with a doctor for 5 min about my problem and for 20 about leaving the country and why Romanians have forgotten how to be proud of their job and especially how they’ve forgotten that you have to keep learning constantly if you really love what you’re doing.

I was really glad to hear that from him. But he’s also leaving Romania in a month or so.


You are bringing this “calling” again :)) grrrrrrrr you know this is a long chat and maybe a debate on it and you still bring it on :D

Maybe with another time we’ll talk about this so called “calling”, but just to remember when you go to London :D, there’s no such thing as calling for so unimportant and physical thing like design or other activities for that matter.

You can have a calling for much grater things, more spiritual :)

Hahahaha, I knew you’d say something like that :))

calling |ˈkôli ng |
2 [in sing. ] a strong urge toward a particular way of life or career; a vocation : those who have a special calling to minister to others’ needs.
• a profession or occupation : he considered engineering one of the highest possible callings.

Hope you’re satisfied, now :)


:)) A dictionary definition, I saw this coming.

Satisfied? Not at all! It’s superficial made by even more superficial people, unable to understand the real matter about “calling”.

How can you put an equal sign between calling and profession? Is that where we’ve come to? First of all, any profession or activity that we develop comes within us, it’s immanent – when “calling” is something transcendent.

There is a big difference between living in a society and functioning in one. That dictionary definition about “calling” regards people who function, because it restrains everything to our social evolution and not spiritual ascension.

Now I’m satisfied :D

Ok, then make your own definition for the term :) IMO, there is no real separation between living and “transcending”, only in theory. Living is all there is, it’s only up to us how we do it, material or spiritual.

I think this is another lengthy subject which should not be discussed here :)


Best of luck in London although I may have said this before :)

Very nice entry and good reasons to go if you ask me.

Thanks Andreea, hopefully everything will turn out ok :)
Funny how slowly a large part of Romania is moving abroad.


Best of luck to you :)

Thanks Stefan, same to you :)


Like Virgin Corporation Owner said it Let’s do it, Let’s screw it. He wasn’t always right but he had left a lot.

All the best in the move to London! Look me up when you get here! P

@Filip: Indeed, you have to try things of you want to get anywhere.

@Peter: Thanks Peter, you have quite a nice website yourself :)


[…] year as well, in spite of the less frequent writings — it’s been quite a ride, especially moving to London this fall. Hopefully, things will get back to normal in 2011, as I really miss writing regularly […]


[…] I’ve recently written a guest-post for David Airey’s blog, entitled ‘On finding design work in a new country’. As the title says, I’ve explained my approach to finding work as a designer in London, after leaving Bucharest two years ago (in September 2010). […]


Hey Iancu. Really enjoyed your candid way of writing. Quite awe-inspiring. Keep writing and welcome to London. :)

Glad you enjoyed it, thanks for reading, Jaydev.


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