Tailored creative strategy, campaign development, and design with focus on digital and e-commerce in the beauty, fashion, art, wellness, and luxury industries. By appointment.

From start-ups to heritage, luxury retail to art institutions, throughout her career, Ioana Friedman has developed nimble strategies that capture brand essence and deliver growth.

She has led creative strategy and talent 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.