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Two people, a woman and a man, sitting on a bench and smiling at each other, with a disco ball on the floor beside them and colorful horizontal stripes in the background.

people buy from people

Happy Customers

Photoshoots

Coffee Based Drinks

Prosecco

Graphic showing an upward arrow and the word "shift" in orange.

Close-up of the word 'art' written in gold on a black background.

Black background with white text 'mugur de ZOF' in the center.

Signature with the name 'Dr. Tubaton' written in blue ink.

A gold coin with a minimalistic design against a black background.

Black background with white text that says, 'The future is female.'

Line drawing of two women, one with yellow hair and gold earrings, the other with a bun and a blue dress, smiling against a black background. Text below reads "Wedding Details" and "all those little things."

A black background with the phrase 'DARE TO RUG' in bold, uppercase letters inside a rectangular border.

An animated picture of a bird with a question mark above its head.

Abstract watercolor shapes with the word "Stay" in script and a pen illustration.

Close-up of a monogram with the letters 'T' and 'L' intertwined in white on a black background.

Book cover titled 'Cristiana Pruteanu' with the subtitle 'The fears we carry in us for people, promises & walls'.

Line drawing of two people wearing glasses with the word 'DUAL' above them.

A black and white cartoon illustration of a woman with long hair, sitting at a desk, working on a laptop, with a coffee cup nearby.

mini-manifesto

What we believe

Wealth & sustainability

We build profitable brands without burning people out. If the strategy can't survive real life, it's not a strategy.

Boundaries & clarity

We say yes only when we can do our best work. Everything else is a no. Clear scope, honest timelines, no endless favors.

Health & energy first

We don't trade sleep and sanity for one more revision. We protect our energy so we can bring it to yours.

These aren't corporate values. They're how we run the studio.

how we do it

Through a uniquely collaborative process that combines Ioana's brand clarity obsession, Ana's visual sorcery and Vlad's relentless problem-solving. Every FAB project goes through the same method, just at different depths.

IOANA

Personal Brand Architect & CEO

Before we pick fonts or colors, Ioana asks the uncomfortable questions: What do you actually sell? Who are you when you're not performing? Why should anyone care?
She spent years designing buildings. Now she designs brand foundations — the kind that don't crumble when you pivot, raise prices, or finally admit you hate half your services.
Every FAB project starts with her obsessive clarity process. You'll leave knowing exactly who you are, who you're for, and what you're not willing to do anymore.
Ioana doesn't just book a photoshoot and hope for the best. She directs the entire visual narrative before a single frame is shot.
Moodboards, outfit guidance, location scouting, the energy we're going for — she designs the concept so the photos actually match your brand, not just your face.
Then she hands it off to our photographer, Dana, who brings it to life. Ioana stays on set to make sure every shot lands. The result: photos that feel like you, not like a stock image of "entrepreneur with laptop."
Ioana directs the entire visual world of your brand — not just the logo, but how everything feels together.
Colors, typography, photo direction, layout rules, the vibe of your Instagram vs. your website vs. your pitch deck. She makes sure it all speaks the same language, even when different people are creating the assets.
Think of her as the person who sees the whole room while everyone else is staring at the furniture.
Ioana speaks about personal branding, self-image, and the messy relationship between who we are and how we show up.
She's talked to corporate teams, university students, and rooms full of entrepreneurs who needed permission to stop performing and start being themselves.
Her talks aren't motivational fluff. They're practical, a little uncomfortable, and usually end with people rethinking their LinkedIn bio on the spot.
Ioana started the Self Love Club by asking 300+ people to show her the part of their body they like least — then photographing it like it was art.
It's not a brand project. It's a personal obsession that became a movement.
Because you can't build an authentic personal brand if you're still hiding from your own reflection. And sometimes the best strategy is just: stop apologizing for existing.
→ See the project

ANA

Visual Designer & Content Strategist

Ana translates strategy into visuals that actually feel like you — not like a template with your name on it.
She designs logos, color systems, typography rules, and all the pieces that make a brand recognizable. But she's not precious about it. Everything she creates is built to work in real life: on your phone, in Canva, at 3am when you need to post something and can't call us.
If your brand looks FAB, she probably made it.
Ana doesn't just make things pretty. She builds content systems you can actually sustain.
Recurring series, post templates, carousel structures, caption frameworks — the stuff that turns "I don't know what to post" into "I have a plan for the next three months."
She thinks in formats, not just feeds. So when you sit down to create, you're not starting from zero every time.
Yes, the Adobe suite is powerful. But Ana knows you're not going to open Illustrator at 10pm to make a Story.
She builds Canva kits that look custom, not cookie-cutter. Templates you can edit yourself without breaking the design or needing a tutorial. Brand assets that work for real people with real schedules and zero patience for "just adjust the kerning."
Her younger self couldn't draw a straight line. Now she teaches clients to create on-brand content in minutes.
Some people think in words. Some think in images. Ana does both — and she's the bridge between them.
She takes Ioana's strategy decks, Vlad's website wireframes, and your half-formed ideas, then turns them into visuals that actually communicate what you meant.
If you've ever said "I don't know, I just want it to feel… elevated?" — Ana is the one who figures out what that means and makes it happen.
Ana cannot design in silence. There's always something playing — lo-fi, indie, the occasional guilty-pleasure pop anthem.
If you share your favorite playlist with her, you're basically best friends. If your brand had a soundtrack, she's already imagining it.
She believes creativity needs fuel. Hers just happens to come through headphones.

CRISTINA

Visual Designer & Content Strategist

Cristina doesn't just "post content." She designs how your brand shows up — every day, on every platform.
She thinks about the grid, yes. But also the Stories rhythm, the caption voice, the reply style, the weird little details that make people feel like they actually know you. The stuff that turns followers into fans and lurkers into clients.
She's the reason your social presence feels intentional, not improvised.
What do we say? When do we say it? How do we say it so people actually care?
Cristina thinks through the full picture — not just individual posts, but how your communication builds over time. The narrative across weeks. The balance between selling and showing up. The moments when you go quiet and the moments when you go loud.
She's learning the FAB method fast. Give her a year and she'll be running client strategies solo.
Some people keep to-do lists. Cristina keeps systems.
Content calendars, posting schedules, deadline trackers, campaign timelines — she builds the structure that keeps everything moving without anyone panicking. If it's on her schedule, it's getting done. If it's not, she'll ask why it exists.
She's the person who actually follows through. Every time. No reminders needed.
Cristina doesn't do shallow small talk. She asks the real questions and actually listens to the answers.
That skill translates directly to brand communication: she knows how to make content feel like a conversation, not a broadcast. Engagement that's genuine. Replies that sound human. The kind of presence that makes people want to keep talking.
She treats every comment, DM, and interaction like it matters. Because it does.
Every creative needs a muse. Cristina's is Beyoncé.
The work ethic. The visual albums. The surprise drops. The way she builds a world around everything she does. Cristina studies it like curriculum.
If your brand rollout ever feels like a Renaissance tour moment, you'll know who was behind the inspiration.

VLAD

Visual Designer & CFO

Someone has to keep the studio running while the creative chaos happens. That's Vlad.
He manages timelines, tracks deliverables, makes sure nothing falls through the cracks, and handles the "wait, when is this due?" moments before they become emergencies.
Not the loudest role. But without it, we would be stuck in paperwork.
Vlad builds websites that sell, not just sit pretty.
He uses his architectural background to structure sites that actually help your business — clear navigation, smart UX, pages that guide people toward working with you instead of just "looking around."
He's obsessed with the invisible stuff: load times, mobile behavior, what happens when someone lands on your site at 11pm and needs to book a call. If the tech works and you never think about it, that's Vlad.
Stripe, Oblio, Airtable, Squarespace, Calendly, CRMs, email automations, Romanian invoicing nightmares — Vlad speaks all of it.
He's the bridge between "I need my site to do this thing" and actually making it happen without duct tape and prayer. Integrations that work. Systems that talk to each other. Backends that don't break when you're on vacation.
You don't need to understand how it works. You just need it to work. That's the job.
If there's a faster way to do something, Vlad will find it. Then implement it. Then make everyone use it — even if they complain for the first three days.
He's the reason FAB has systems instead of chaos. Timelines that hold. Templates that save hours. Processes that don't depend on someone "just remembering."
Yes, it drives people crazy sometimes. But two weeks later, everyone's grateful.
Vlad rarely says no. He says "let me see if I can figure it out" — and then he does.
Broken integrations, impossible client requests, things that shouldn't work but need to — he treats every problem like a puzzle that's personally offending him.
He doesn't read manuals. He just... solves it. Faster than Googling, usually. The team stopped asking "is this possible?" and started asking "Vlad, can you do this by Thursday?"
The answer is usually yes.

IOANA

Personal Brand Architect & CEO

Before we pick fonts or colors, Ioana asks the uncomfortable questions: What do you actually sell? Who are you when you're not performing? Why should anyone care?
She spent years designing buildings. Now she designs brand foundations — the kind that don't crumble when you pivot, raise prices, or finally admit you hate half your services.
Every FAB project starts with her obsessive clarity process. You'll leave knowing exactly who you are, who you're for, and what you're not willing to do anymore.
Ioana doesn't just book a photoshoot and hope for the best. She directs the entire visual narrative before a single frame is shot.
Moodboards, outfit guidance, location scouting, the energy we're going for — she designs the concept so the photos actually match your brand, not just your face.
Then she hands it off to our photographer, Dana, who brings it to life. Ioana stays on set to make sure every shot lands. The result: photos that feel like you, not like a stock image of "entrepreneur with laptop."
Ioana directs the entire visual world of your brand — not just the logo, but how everything feels together.
Colors, typography, photo direction, layout rules, the vibe of your Instagram vs. your website vs. your pitch deck. She makes sure it all speaks the same language, even when different people are creating the assets.
Think of her as the person who sees the whole room while everyone else is staring at the furniture.
Ioana speaks about personal branding, self-image, and the messy relationship between who we are and how we show up.
She's talked to corporate teams, university students, and rooms full of entrepreneurs who needed permission to stop performing and start being themselves.
Her talks aren't motivational fluff. They're practical, a little uncomfortable, and usually end with people rethinking their LinkedIn bio on the spot.
Ioana started the Self Love Club by asking 300+ people to show her the part of their body they like least — then photographing it like it was art.
It's not a brand project. It's a personal obsession that became a movement.
Because you can't build an authentic personal brand if you're still hiding from your own reflection. And sometimes the best strategy is just: stop apologizing for existing.
→ See the project

ANA

Visual Designer & Content Strategist

Ana translates strategy into visuals that actually feel like you — not like a template with your name on it.
She designs logos, color systems, typography rules, and all the pieces that make a brand recognizable. But she's not precious about it. Everything she creates is built to work in real life: on your phone, in Canva, at 3am when you need to post something and can't call us.
If your brand looks FAB, she probably made it.
Ana doesn't just make things pretty. She builds content systems you can actually sustain.
Recurring series, post templates, carousel structures, caption frameworks — the stuff that turns "I don't know what to post" into "I have a plan for the next three months."
She thinks in formats, not just feeds. So when you sit down to create, you're not starting from zero every time.
Yes, the Adobe suite is powerful. But Ana knows you're not going to open Illustrator at 10pm to make a Story.
She builds Canva kits that look custom, not cookie-cutter. Templates you can edit yourself without breaking the design or needing a tutorial. Brand assets that work for real people with real schedules and zero patience for "just adjust the kerning."
Her younger self couldn't draw a straight line. Now she teaches clients to create on-brand content in minutes.
Some people think in words. Some think in images. Ana does both — and she's the bridge between them.
She takes Ioana's strategy decks, Vlad's website wireframes, and your half-formed ideas, then turns them into visuals that actually communicate what you meant.
If you've ever said "I don't know, I just want it to feel… elevated?" — Ana is the one who figures out what that means and makes it happen.
Ana cannot design in silence. There's always something playing — lo-fi, indie, the occasional guilty-pleasure pop anthem.
If you share your favorite playlist with her, you're basically best friends. If your brand had a soundtrack, she's already imagining it.
She believes creativity needs fuel. Hers just happens to come through headphones.

CRISTINA

Visual Designer & Content Strategist

Cristina doesn't just "post content." She designs how your brand shows up — every day, on every platform.
She thinks about the grid, yes. But also the Stories rhythm, the caption voice, the reply style, the weird little details that make people feel like they actually know you. The stuff that turns followers into fans and lurkers into clients.
She's the reason your social presence feels intentional, not improvised.
What do we say? When do we say it? How do we say it so people actually care?
Cristina thinks through the full picture — not just individual posts, but how your communication builds over time. The narrative across weeks. The balance between selling and showing up. The moments when you go quiet and the moments when you go loud.
She's learning the FAB method fast. Give her a year and she'll be running client strategies solo.
Some people keep to-do lists. Cristina keeps systems.
Content calendars, posting schedules, deadline trackers, campaign timelines — she builds the structure that keeps everything moving without anyone panicking. If it's on her schedule, it's getting done. If it's not, she'll ask why it exists.
She's the person who actually follows through. Every time. No reminders needed.
Cristina doesn't do shallow small talk. She asks the real questions and actually listens to the answers.
That skill translates directly to brand communication: she knows how to make content feel like a conversation, not a broadcast. Engagement that's genuine. Replies that sound human. The kind of presence that makes people want to keep talking.
She treats every comment, DM, and interaction like it matters. Because it does.
Every creative needs a muse. Cristina's is Beyoncé.
The work ethic. The visual albums. The surprise drops. The way she builds a world around everything she does. Cristina studies it like curriculum.
If your brand rollout ever feels like a Renaissance tour moment, you'll know who was behind the inspiration.

VLAD

Visual Designer & CFO

Someone has to keep the studio running while the creative chaos happens. That's Vlad.
He manages timelines, tracks deliverables, makes sure nothing falls through the cracks, and handles the "wait, when is this due?" moments before they become emergencies.
Not the loudest role. But without it, we would be stuck in paperwork.
Vlad builds websites that sell, not just sit pretty.
He uses his architectural background to structure sites that actually help your business — clear navigation, smart UX, pages that guide people toward working with you instead of just "looking around."
He's obsessed with the invisible stuff: load times, mobile behavior, what happens when someone lands on your site at 11pm and needs to book a call. If the tech works and you never think about it, that's Vlad.
Stripe, Oblio, Airtable, Squarespace, Calendly, CRMs, email automations, Romanian invoicing nightmares — Vlad speaks all of it.
He's the bridge between "I need my site to do this thing" and actually making it happen without duct tape and prayer. Integrations that work. Systems that talk to each other. Backends that don't break when you're on vacation.
You don't need to understand how it works. You just need it to work. That's the job.
If there's a faster way to do something, Vlad will find it. Then implement it. Then make everyone use it — even if they complain for the first three days.
He's the reason FAB has systems instead of chaos. Timelines that hold. Templates that save hours. Processes that don't depend on someone "just remembering."
Yes, it drives people crazy sometimes. But two weeks later, everyone's grateful.
Vlad rarely says no. He says "let me see if I can figure it out" — and then he does.
Broken integrations, impossible client requests, things that shouldn't work but need to — he treats every problem like a puzzle that's personally offending him.
He doesn't read manuals. He just... solves it. Faster than Googling, usually. The team stopped asking "is this possible?" and started asking "Vlad, can you do this by Thursday?"
The answer is usually yes.

The Squad

DELIA

Video content magical fairy

A woman standing confidently with her hands on her hips, wearing a beige jacket over a black top, black pants, and black shoes, in a light-colored studio setting.

ARI

Dancer & soulful FAB Brand designer

A young woman with shoulder-length brown hair wearing a beige suede jacket with white stripe details and black pants, standing sideways with her hands in her pockets against a plain light gray background.

A woman sitting on a wooden stool against a plain light-colored background, wearing a black sleeveless leather dress, black high heels, large blue earrings, and a wristwatch, with her hands resting on her lap and looking slightly to the camera.

DIANA

Runner & heels lover, the FABulous PR

A woman with shoulder-length wavy hair, wearing a sleeveless black leather dress, blue earrings, and a watch, stands with her arms crossed against a plain gray background, looking directly at the camera.

A woman holding a bunch of red grapes, standing among displays of various fruits and nuts on white pedestals.

IULIA

Human Gatherer and ZOF Retreats Creator

A woman with shoulder-length brown hair, wearing a grey sweater and silver jewelry, smiling and looking at a display of assorted nuts and figs in tiered white and silver bowls.

A woman with black hair wearing a black textured dress standing against a plain light background, holding her hands horizontal at her chest level.

LOREDANA

Make-up Artist of Sincere Beauty

Woman with black hair wearing black textured dress with puffy sleeves, standing against a plain white background.

A woman with reddish-brown hair leaning her head against a large, silver disco ball, smiling gently, wearing a black sheer top with heart patterns and jewelry.

GRETA

Aku’s mom & Self Love Club partner

A woman with brown hair wearing a black top with sheer sleeves, a black skirt with tulle layers, and black sneakers, standing with one foot on a disco ball in a white studio.

A woman in a black suit standing on one leg, holding a mobile phone in one hand and a tripod in the other, against a white background.

ANA

FAB TikTok Specialist

Woman in black suit wearing sunglasses, standing against a plain background.

YOUR NAME

Let’s Spice Things Up

Think you'd fit in? We're always curious about talented collaborators who get what we do. → Get in touch

Hrant Jaghinyan

I make sh*t look good.
Razvan Mănăilă

Cineforma Studio
Oana & Alexandra

Crafters - Communication Agency
Andra & Sorana

Wedding Details
Cristian Lavric

Psychologist
Violeta Tătaru

Wedding Details
Alina Galeriu

Galeriu & Partners
Diana Lupu

Psychologist
Flavia & Andreea

Studio Harpa - Interior Design
Ioana Guică

Eat To Connect

what we do?

We help founders, experts and teams turn their identity into a brand system that works — strategy, visual identity, photos, website and content, all in one coherent process.

Group of women standing together, holding colorful signs with motivational messages, dressed in black outfits, smiling and celebrating empowerment.

PHOTOGRAPHY ▷