Creative Direction / Art Direction / Brand Design / Editorial
Portfolio
Liliana Trinca
Creative Director — Brand Architect
A Creative Director and Brand Architect with extensive experience across brand identity, editorial, pharmaceutical, digital, and experiential design.
I've worked with international publishers, Michelin-starred restaurants, global pharmaceutical companies, and boutique creative studios. The range reflects a genuine curiosity about what design can do across very different contexts.
My background spans luxury publishing in Europe, corporate communications, healthcare design, and brand development in Australia. I bring both strategic thinking and hands-on execution — and I know when each is needed.
Recent clients include Bauer Media, FUNKE ONE, Monocle, Penguin Random House, Perrigo, Aspen Pharmacare, Zoetis, the Australian Commission on Safety and Quality in Health Care, and Jiang by Chef Fei.
What I do
(and love doing).
I direct, design, and build — across brand identity, editorial, digital, pharmaceutical, and experiential work. I'm equally comfortable leading a creative team or being the last person in the room with the file. The work spans luxury publishing, healthcare communications, sustainable lifestyle brands, and everything in between. What holds it together is a belief that design should be precise, considered, and impossible to ignore.
Creative Direction
✕
Brand Identity
✕
Editorial & Publishing
✕
Digital & Social
✕
Photo Direction
✕
Pharmaceutical
✕
Creative Direction ✕ Brand Identity ✕ Editorial & Publishing ✕ Digital & Social ✕ Photo Direction ✕ Pharmaceutical ✕
Tools
I’m fluent in.
Adobe Creative Suite — Illustrator, InDesign, Photoshop, XD, After Effects, Lightroom · Figma · Canva · Squarespace · Microsoft Office Suite · AI tools — Claude, ChatGPT, DALL-E, MidJourney, Gemini, Suno, Hailuo
Languages — English · German · French · Romanian
Where
I’ve worked.
From Bucharest to Berlin, Sydney to the world's newsstands. A career built across four countries, eight roles, and three decades of design leadership.
2023/2026 Brand Design Consultant
Independent Practice, Sydney
2020/2022 Creative Director
Funke Media, Germany
2018/2020 Art Director
CEO Magazine, Sydney
2014/2017 Group Creative Director
Bauer Media Group, Sydney
Earlier International Group Art Director
Bauer Media Group, Europe
Earlier Art Director
RTV Media Group, Germany
Earlier Art Director
Publimedia Publishing, Romania
Earlier Art Director
Bauer-Ringier Publishing, Romania
about.
What is my portfolio
1
2
3
4
5
6
➺
Creative
Direction.
The Making of
kronendach,
From Concept
to Identity
Kronendach — German for forest canopy — is a sustainable lifestyle brand I built from the ground up for Funke Media. From a concept, I developed the complete brand universe: logo, visual identity, brand guidelines, lookbook, website, social media, Spotify playlist artwork, magazine, and book series covering sustainable living, interiors, and architecture.
Strategic partnerships with Oskar Oatbar and MSTRY were established as part of the launch — print, digital, and social went live simultaneously.
➺ logo & visual identity
➺ brand assets
➺ lookbook
➺ publications & book series
➺ website
➺ social media
➺ brand partnerships
The CEO Magazine —
One Night. Every Detail.
The CEO Magazine's Executive of the Year Awards is Australia's premier black-tie gala for C-suite leaders. A recurring brief across multiple years — which means the brand had to feel fresh each year while staying recognisably consistent.
➺ event identity & brand
➺ print & paper collateral
➺ stage & signage design
➺ digital screens
➺ on-site coordination
➺ photo direction
CEO Magazine
Art Director, 2018-2020
➺ Brand refresh grew audience 20%, engagement 300%
➺ Executive of the Year Awards — 400+ C-suite attendees
➺ Production time reduced 25%
➺ Mentorship program — 80% junior designer retention
➺
Brand
Identity.
Yachiyo
Rebranding for Yachiyo Japanese Bistro, undergoing a full interior transformation into Japandi — the meeting point of Japanese and Scandinavian design sensibilities.
A palette of black, white, and red. A logo evolution rather than a replacement. Deliverables extended beyond identity into menu design and custom acoustic panel artwork — historical Japanese imagery recoloured for the Sydney location, a futuristic koi design for Mosman.
➺ brand identity
➺ logo evolution
➺ menu design
➺ business cards
➺ marketing collateral
➺ acoustic panel artwork
Jiang
by Chef Fei
Menu design concept developed for Jiang by Chef Fei, a two-Michelin-starred restaurant in Guangzhou, holding its rating for six consecutive years.
The brief called for a menu that matched the restaurant's level. Custom typography, textured paper with debossed branding, hand-stitched binding — a physical object that becomes part of the dining ritual before a single dish arrives.
➺ menu design concept
➺ materials research & specification
➺ custom typography
➺ print finishing — debossing, embossing, gold type
➺ hand-stitched binding
Logo
Design
➺
Editorial
& Publishing.
Sissi
The Complete Project
Built from film archives, palace visits, and hand-colorised photographs. One of Germany's most beloved stories, told across three magazines, a cooking magazine, and two cookbooks — recognised with the European Publishing Award 2021 and back-to-back German Academy Silver Medals in 2023 and 2024.
➺ creative direction
➺ art direction
➺ editorial design
➺ advertising & promotion
Iconic
A Photographic Tribute to Apple Innovation
The first edition of Jonathan Sufi's Iconic was published in 2013 — a landmark book for anyone who loves Apple. A decade later, it needed more than an update. It needed a redesign worthy of everything that had happened since.
I modernised the entire layout, integrated new chapters covering a decade of Apple products, and worked with photography sourced from around the world — including images of discontinued products tracked down by a photographer who flew wherever the trail led. Bilingual — English and German — with forewords from Steve Wozniak, Jim Dalrymple, Eric Slivka, and Benjamin Wilson of Braun.
➺ art direction
➺ editorial redesign
➺ bilingual layout
➺ photography curation
➺ luxury print production
Fashion Stories
Not magazines. Bookazines — designed for long shelf life, built to be kept. Each volume tells the complete story of one fashion house, developed in direct collaboration with brand representatives from Gucci, Versace, Prada, Dior, Louis Vuitton, and Balenciaga. From founding ateliers to contemporary collections, every issue traces a house's creative DNA — designers, timelines, archival photography, brand extensions into architecture, fragrance, and product design. The challenge was creating a consistent editorial framework strong enough to hold six very different visual identities, while giving each house the space to feel entirely its own.
➺ creative direction
➺ art direction
➺ editorial design
➺ brand collaboration
➺ archival research
➺ advertising & promotion
Surrender
The Story of Gaia Retreat & Spa
A coffee table book for one of Australia's most celebrated wellness retreats, founded by Olivia Newton-John and three partners in the hills of Byron Bay. I led the creative direction and design — translating the retreat's philosophy of stillness and restoration into a visual language that could hold its own on a coffee table without feeling like a brochure.
➺ creative direction
➺ art direction
➺ editorial design
➺ luxury print production
Monocle
Newspaper — Germany
The German-language edition of Monocle — a landmark launch bringing one of the world's most design-conscious publications to a new market. I led the creative direction and design, adapting Monocle's signature editorial language for German readers while keeping the visual integrity the brand is known for. Launch edition only.
➺ creative direction
➺ art direction
➺ editorial design
➺ brand adaptation
Bauer Media Group
Magazine Selection
➺ creative direction
➺ art direction
➺ editorial design
➺
Digital
& Social.
kronendach
& Oscar Oatbar Collab.
Instagram campaign for a limited edition collaboration between Kronendach and Oskar Oatbar. Posts, stories, and animated content, all within the Kronendach visual identity.
➺ art direction
➺ campaign design
➺ social media content
Social Media
Template Systems.
SQUARE FLAIR DESIGN — INTERIOR DESIGNERS & ARCHITECTS
A comprehensive social media template system covering the full client journey — from project showcases and before/after reveals to educational content and promotional campaigns. Built for Instagram, Facebook, LinkedIn, and Pinterest. Designed to be used independently, without a designer on call.
➺ art direction
➺ template system design
➺ content strategy
➺ multi-platform — Instagram, Facebook, LinkedIn, Pinterest
➺
Photo
Direction.
➺
Pharmaceutical.
Pharmaceutical and healthcare design sits at the intersection of science, regulation, and persuasion. The work has to be accurate, compliant, and still move someone to act. Clients include Perrigo, Aspen Pharmacare, Zoetis, Actor, and the Australian Commission on Safety and Quality in Health Care.
➺ retail advertising
➺ trade marketing
➺ e-detailers & training materials
➺ digital campaigns
➺ accessibility compliance (WCAG 2.0 AA)
