For over 12 years, I’ve been working with clients, agencies and studios, designing brand identities, logos, campaigns, brand or product architecture, signage, wayfinding, magazines, books, posters, packaging, apps, websites – anything that helps clients communicate in better ways with their customers.

In other words, I come up with ideas, creative solutions and design systems that help businesses grow. If you’d like to know more, read about my approach or browse through some of the projects. If you’d like us to work together, or have any questions, please get in touch.


Everyone is busy. People rarely care about brands. They don’t have the time. They’re busy living their lives, solving their problems. Not to mention that they’re constantly surrounded by advertising. So if you’d like them to pay attention to you, you’d better give them something in return.

Inform – differentiate – delight – inspire.

A good brand (company or product) does the first two, maybe even three of the above. A great brand does all four. My goal is to help clients draw people’s attention, and offer them something of value in return. By always asking ‘why’, my curiosity helps in finding a clear and relevant idea that informs everything I design, from the general look and feel, down to the smallest details of a company or product’s identity.

If you’d like to see how this works, please browse through some of the projects I’ve been involved in over the years. If you’d like us to work together, or have any questions, do get in touch.

In others' words

Describing yourself is always tricky, so it’s often better to let others do it:

I enjoyed meeting Iancu and talking about his great work when I met him in 2010, and we quickly started working together. I had no hesitation in asking him to join the ITV rebrand team and he has made an invaluable contribution to the project. Iancu draws on an incredible knowledge of design theory and practice and a great imagination to produce work which is appropriate, original and exciting. Always positive and calm, I cannot recommend him highly enough.”

Iancu’s systematic approach to design brings simplicity and rigour to otherwise complex projects. His thinking and diligence are great additions to grown-up design teams and I hope we’ll work together again in the future.”

I worked with Iancu at a critical stage on a huge branding project for Puma & Arsenal FC in 2014, and found him to be a vital member of the team, diligently bringing an eye for detail and well written structure to help govern a global launch campaign for our client. He was a pleasure to deal with: fair, passionate, and extremely focused.”

He’s an unusual designer with an open mind and a bright brain.”


Agencies, studios & clients I’ve had the pleasure of working with over the years:

  • Appetite (UK, Canada)
  • The Brand Union
  • Brandient (Romania)
  • Bunch Design (UK, Croatia)
  • Carl Nas Associates
  • Carré Noir (France)
  • The Chase
  • Fontsmith
  • GBH
  • Ian Styles
  • Irving & Co
  • Jack Renwick Studio
  • JKR Global
  • Landor
  • Notable
  • Novagram
  • The Partners
  • PowellAllen
  • Radley Yeldar
  • Rudd Studio
  • SomeOne
  • The Space Between
  • Studio/DDI
  • True North
  • Williams Murray Hamm

I’ve also worked with direct clients from the UK, US, Italy, Romania and France.

Short bio

My full name is Iancu Barbărasă and I was born in Transylvania, Romania. My surname literally means ‘shaved beard’, and it allegedly comes from a XVIII century state decree for local boyars to shave their Byzantine style beards for a more Western European look. I have Romanian, German and Slovakian roots, so any idea of nationalism seems misguided to me. It’s one of the many reasons for which I love living in London.


While some of the projects that I’ve been involved in have won prestigious awards, I always like to keep in mind Michael Caine’s words on the subject:

A journalist last summer asked me if I had been to the Cannes Film Festival before. I said: ‘Yes, fifty years ago with a movie called Alfie’. He said: ‘Did you win?’ I said: ‘No, and can you tell me the name of the person who did?’ He said: ‘No.’ I said: ‘And do you know my name?’ He said ‘Yes.’ And I said: ‘Well that’s it then. Thank you very much.’”

In other words, the best praise a project can get is to be noticed and appreciated by the people it was intended for.

‘Good design is good business’

Thomas J. Watson Jr., IBM CEO between 1956–1971, once wrote:

“[…] 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.