Alex is the glue that holds BEAM together

Alex Crăciun

Alex leads and coordinates the work of diverse teams, including freelancers, consultants, and agencies, who possess a strong understanding of personal and professional development.

These teams are comprised of skilled individuals from various creative, technical, and business fields, who share BEAM's values, most importantly self-development and knowledge, and are comfortable working remotely.

Alex's educational background includes a Bachelor's degree in Marketing, a Master's degree in Advertising, and a Bachelor's degree in Art History. She has also received training in psychology.

Alex embodies the multifaceted nature of creativity, seamlessly blending various roles: Brand consultant & specialist, Creative director, Project manager, Coach, Writer, YouTuber, Curator & Art historian, Trainer & public speaker, and Podcaster.

Having honed her skills as a social media freelancer during the early days of Facebook and blogging, Alex established ‘Exquisite’, a well-regarded local advertising agency. After four years at its helm, she returned to her consulting roots, eventually giving birth to the innovative concept of BEAM.

With over 15 years of experience working with medium-sized brands, Alex possesses a diverse skillset encompassing branding, communication, marketing, and project management. She excels in developing and implementing effective branding and communication strategies, while also demonstrating strong creative direction, copywriting, and client liaison skills.

Alex's work is consistently praised by entrepreneurs and clients for its timelessness, clarity, and truthfulness. This reflects her dedication to honest and authentic business practices, a value that is central to the ethos of BEAM.

You gave me clarity.

_____

I know I can trust your words, you always tell me the plain truth.

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I feel like you really understood me and you delivered according to my soul.

To work with us, you’ll get through these stages:

  • I'm committed to understanding your business from the inside out. I'll go anywhere, from your boardroom to your factory floor, to learn about your operations and connect with your people. This ensures that my work is authentic and valuable.

  • I'll present my proposed approach and the team I've assembled for your project. The team is crucial to my process and will remain the same throughout it. I'm always willing to work with existing suppliers and your team, but in most cases, I prefer to use my own team because I take full responsibility for their work. 

  • I pride myself on delivering on time work that's clearly organized and easy to find. I'm all about efficiency and clarity. You won’t have to chase me down for files like the social media grid because they'll be readily available.

  • I believe in building lasting partnerships. So I'm always available for follow-up consultations to provide ongoing support and guidance.Item description

Why BEAM?

We kind of have the classical story: someone gets overly excited with a concept and talks about it repeatedly and compulsively, over and over again. This makes a few people gather around the original idea, falling in love with it and starting a business together.

In this case, Alex, who was studying for her art history class (in her 30s), falls in love with modernism. She decides to start a branding agency with modernism’s values and tries to find an appropriate name for it.

She remembers this beautiful late-modernist building in New York, designed by German-American architect Ludwig Mies van der Rohe. And one amazingly simple detail on the façade catches her eye: the non-structural I-beams, brought to the surface of the building by the architect and arranged in vertical lines like mullions, in order to suggest structure and order. Something outrageous for those times, but proven beautiful and timeless.

In architecture, steel beams provide structure. They give the building strength (and sometimes, in the Seagram building: an aesthetically beautiful façade) just as strategy puts the strength in branding & communication.

True branding must have thoroughly-analysed intentions behind aesthetics and every detail must be aligned with the so called ‘red line' of communication. Without beams and without strategy, the building will fall.