I’m Maria Cristina Iliescu,
Art Director and Creative Strategist.

I create visual worlds for beauty

and lifestyle brands,

blending art direction, design and

AI-driven imagery.

How I work

I approach every project as a visual direction system, guided by a clear vision and a structured process.

I build cohesive visual worlds that translate brand positioning into impactful images, visual identities and campaigns.

Each phase is designed to ensure consistency across all touchpoints: from initial idea to final output.

I work independently or with a curated network of collaborators, depending on the scale and complexity of the project.

Approach

With a background in business and marketing, I combine creative direction with strategic thinking.

I design visuals that are not only refined, but aligned with positioning, audience and long-term brand perception.

AI is part of my process, as a creative tool to explore new visual languages, expand direction and develop assets across both digital and print.