About me
I'm Anelia, a brand and creative lead passionate about building brands people genuinely connect with. Over the last decade, I've worked across branding, digital experiences, and creative leadership, helping companies transform ideas into memorable experiences. My journey has taken me from hands-on design and development to leading creative initiatives, mentoring teams, and shaping the direction of brands used by audiences around the world.
My approach
I believe the best creative work happens where strategy and imagination meet. Whether I'm developing a brand identity, launching a campaign, designing a digital experience, or leading a creative team, my focus remains the same: creating work that is thoughtful, meaningful, and effective. Great design should do more than look good - it should solve problems, tell stories, and inspire action.
Expertise
Creative Direction & Strategy
Brand Development & Positioning
Leadership & Team Development
Digital Experiences
Design Systems & Brand Governance
Storytelling & Content Strategy
Cross-Functional Collaboration
Experience
Head of Creative
Umbraco
2023-PRESENT
Joined Umbraco as Head of Creative with an initial focus on leading a comprehensive brand refresh, modernizing the visual identity and creating a stronger, more cohesive brand experience. From there, the role expanded into driving broader creative initiatives across brand, events, campaigns, and workplace experiences while helping shape the company's creative direction.
Design Team Lead
Lenus
2020-2023
Led a team of designers and developers focused on creating high-performing websites that balanced creativity, user experience, and business goals. Worked closely with stakeholders to elevate design quality, optimize processes, and mentor team members in their professional growth.
Graphic Designer
Subaio
2018-2019
Developed visual assets and marketing materials that helped establish and strengthen the company's brand presence. Collaborated across teams to translate complex fintech concepts into clear, engaging, and user-friendly visual communication.