"DESIGNERS ARE MEANT TO BE LOVED, NOT TO BE UNDERSTOOD."
Fabien Barral
An
insatiably
curious
designer
(biography written by Mike C., photograph above by Virgil Dunduc)
Calin’s journey into design was anything but a straight line. Originally from Europe and now based in the "City of Sails" (Auckland, New Zealand), his perspective is rooted in a self-driven obsession with how things work—and how they make us feel.
After a brief detour into international business, Calin realized his true calling wasn't in spreadsheets, but in the intricate design of life itself. He spent his early years teaching himself the craft, a trial-by-fire approach that eventually led him to Realitatea TV, where he helped launch Romania’s first 24-hour news channel. Designing under the pressure of a live broadcast environment gave him a deep respect for clarity and visual impact at scale.
Seeking a bigger stage, Calin joined Skepsis Advertising, one of Romania’s top BTL agencies. There, he developed campaigns and cross-brand stories for global icons including Coca-Cola, Orange, ING, GSK, and LG Mobile.
From the Coca-Cola Harry Potter X-mas campaign to international expos for Orange, Calin learned that great design isn't just about aesthetics; it’s about cultural resonance.
In search of a new challenge, Calin relocated to New Zealand. After a tenure at boutique agency The Brand Factory (with a diverse client base across New Zealand and Australia such as Auckland Fish Market, MoleMap, Oxfam, GSK, Wilson Parking,Venerdi - to name just a few), he did what many independent thinkers do when the economy shifts: he took a leap of faith and founded his own studio, Web Creative Store.
One of the studio's early highlights was the interface design for Lyrical, a US-based karaoke app. The product exploded, reaching over 250k downloads in its first week—a testament to the power of a streamlined, human-centered user experience.
Calin later spent eight years within the award-winning design team at Auckland Transport. His work there wasn't just about pixels, but about the movement of a city. He led collaborations with Belgium’s Televic Rail to establish city-wide passenger information systems and designed the 2014 Annual Report, which earned Gold at the Australian Reporting Awards and a national "Pride in Print" award.
More recently, he partnered with the University of Auckland, leading the creative for their flagship Mānawa Mai Open Day and refreshing the visual direction for the Faculty of Engineering.
Today, Calin is the co-founder of The Sleepy Storyteller, a digital sanctuary dedicated to the art of slowing down. The project seeks to bring back the magic of timeless fairy tales and bedtime stories for a world that has become increasingly noisy. He believes that great design acts as a mirror—reflecting not just technical skill, but personality, vision, and the occasional human weakness.
Outside of work, Calin keeps things simple. He finds his balance in nature, yoga, and meditation, or by finding a different kind of focus through taiko drums. Occasionally, he writes haiku—a small exercise in minimalism that serves as a reminder that the best stories are usually the simplest ones.
Designing with a smile, because when you
love what you do, everything shines.
In both my personal and professional life, I aim to bring a sense of lightness, fun, and playfulness to the people around me.
Whether I’m collaborating on a project or tackling a design challenge, this positive energy drives me to approach problems with creativity and openness. I think that when we foster an environment filled with laughter and good vibes, we unlock our full potential and create a space where our best work can flourish.
It’s a philosophy that I live by: when we’re happy and inspired, we naturally produce our finest work, and that joy reflects in everything we create.
Friends and colleagues often tell me that one of my greatest strengths is my sense of humor, which I seamlessly incorporate into my work.
I believe that design is not just about aesthetics, but about creating experiences that resonate emotionally with people.
A design that can evoke a smile, spark joy, or lift someone’s mood is a success in my book.
Laughter, to me, is one of life’s simplest and most powerful gifts, and I genuinely believe that it can shift perspectives and break down barriers.
CURRICULUM
VITAE
Curious about
my journey?
Have a look at my CV
and feel free to share it
with anyone who would
love to know more.
VIDEO
COVER LETTER
Ready
for a glimpse?
Watch my VCL and
pass it on to anyone
who might be intrigued
or interested.
*Please email me for the password.
Recognition & Awards.
"Sic Transit Gloria Mundi". It's not
about the awards,
except when it absolutely is.
In business, we say the customer comes first. The reality today is that stakeholders come first.
Most large companies answer to investors: The bank. Their board. The customer has become the user, a number on the wall.
But there is an exception:
The independent, self-funded business.*
The company built on little more than a vision.
This business might not be the first result in your Google search. It's not the company sponsoring your favorite podcast. Rather, it is the recommendation shared between friends. It is the CEO prepping for a pitch one moment and doing customer support the next. This is the growing business that, not long ago, was one person’s pipe dream.
Of all the ways to start a company – applying for a business loan, crowdfunding, seeking venture capital – this was not the safe bet.
Bootstrapping your business puts your future at risk. You and your team work, sometimes one month to the next, on the faith that this will one day pay off. Sometimes, it doesn’t.
To launch a self-funded business is a success on its own. To stay in business? That's a point of pride.
By supporting an independent business, you support a company that answers to its customers. Your request won't go into an automated workflow. Your feedback will likely turn into a feature. The numbers are important to a self-funded business, but so are the names.
I support independent companies to make business personal. Because I want to see our community thrive. Because I want diversity and innovation. Because I believe in an idea.
*I support bootstrapped businesses because they are human, like the rest of us.
Ngā mihi.
Creatively yours,
Senior Designer
University of Auckland 2022-23
Senior Designer
Auckland Transport 2014-22
Founding partner + Design
WebCreativeStore AKL 2013-15
Senior Designer
TheBrandFactory AKL 2007-12
...
University of Auckland
Auckland Transport
Best Foods
Kohu Road
Auckland Fish Market
GSK
MoleMap Australia
Venerdi
ING Group
Omniasig
Exim Bank
Orange
Coca-Cola
Holtcim
LG
TVR
Realitatea TV
Prima TV
Alpha TV
Etno TV
Veolia Romania
Valplast
Experiments page is a compilation of personal and freelance work.
Coming soon.
Work archive on Behance. Older projects.
Primarily a personal blog.
Calin is available world wide. If you'd like to get in touch about a project or just say hello, please reach out via Email.
You can check also his LinkedIn profile for more interesting things as well as more testimonials from people he worked with.
