The Method.
How we would work.
Building a brand is a transformative process that can often feel chaotic. Atelier 29a® brings order to that journey through a four-step strategic foundation. By treating the design process as a collaborative space for exchange, we ensure your brand evolves from a conceptual core into an enduring visual identity.
1) Discovery & Deep Dive
Before a single pixel is moved, we listen. We begin with a comprehensive audit of your current market position using the Ideal Audience Workbook. We strip away the noise to uncover your unique competitive advantages and identify the specific „Brand Feeling“ that will resonate with your most ambitious goals.
The Outcome: Total alignment on the brand’s strategic intent. Your FOR WHOM.
↓
2) Strategy & The „North Star“
In this phase, we build your Brand Workbook. We synthesize our findings into a definitive „North Star“—a strategic roadmap covering Brand Positioning, Narrative, and Tone-of-Voice. This document ensures every visual decision made hereafter is a calculated move toward commanding a premium market share.
The Outcome: A documented brand DNA that serves as your business bible.
3) Design & Ecosystem Development
Strategy takes visual form. Whether developing a Strategic (Re)brand or a full Visual Communication system, I help you create a cohesive ecosystem that lives across all touchpoints. We build the Design System, social frameworks, and art direction that allow your brand to scale without losing its soul.
The Outcome: A sophisticated visual world designed for consistency and authority.
↓
4) Delivery & Brand Activation
The final phase is the transition from concept to market. I provide a Brand Activation Roadmap to ensure your launch is seamless and impactful. From high-conversion Ad Design to physical Wayfinding, you receive a full suite of organized, high-resolution assets ready to engage your audience.
The Outcome: A confident, high-impact entry into your next chapter of growth.
Selected Work – Strategic Rebranding
Lechner & Lechner Architects Salzburg
The Objective
Although Lechner & Lechner Architects is not an emerging business but a well-established studio approaching its 40-year anniversary, the strategic rebranding followed the same fundamental steps as with a young brand.
We returned to the core: purpose, positioning, and long-term vision. The process focused not on reinvention for novelty’s sake, but on clarity — refining what already worked, aligning the brand with its present reality, and preparing it for the decades ahead.
The Strategy
Utilizing the Foundation framework, we uncovered a narrative of unembellished rationality and precision. We anchored the identity in architectural logic—direct, enduring, and quietly confident—to reframe their expertise through a lens of restraint.
The Ecosystem
A complete brand rollout including a refreshed logo, a typographic framework based on Arial for its structural clarity, and a modular design system for technical documentation and public-facing communication.
The Impact
A brand system that elevates the studio to an internationally recognizable architectural practice — clear, credible, and built to perform across competitions, publications, and global communication.
More Capabilities & Expertise
Art Direction
Visual Exploration & Narrative
Copywriting & Brand Voice
Identity & Design Systems
Editorial & Print materials
Guerilla Marketing & Out-of-Home
Digital Environments & Scrollytelling
High-converting Landing Pages
Ad Campaigns & Social Curation
Environmental Wayfinding (Coming 2026)
City & Place Branding (Coming 2026)
About Atelier 29a® x Ana Ciobotaru
The atelier in charge of the Process
With over seven years of hands-on experience, the Atelier’s expertise spans the full spectrum of visual communication—from the technical precision of print production and digital interfaces (Web) to the strategic storytelling of ad campaigns and social narratives.
Whether crafting a visual identity or directing a multi-channel campaign, the work is always informed by a spatial understanding of design. This foundation allows the Atelier to move seamlessly between digital screens and physical environments, with a growing focus on wayfinding systems and place branding. The goal remains the same: to ensure that whether a brand is experienced on a mobile device or within a physical city landscape, its ‘aura’ remains consistent, intentional, and calm.
The Person Behind the Process
Story Time
Bucharest NYE 1998
My path has been a quiet study in starting over. It began in Bucharest, shaped by three distinct worlds: the structural discipline of my father’s architecture office, the patience of Montessori education, and the sharp, demanding rhythm of corporate life. These years taught me how humans navigate space, empathy, and the resilience needed to protect an intention in a fast-moving world.
In 2018, I chose a complete restart. I moved to Salzburg with a Bachelor of Psychology, zero German, and the vulnerability of a newcomer. Redesigning my life in a language I didn’t yet speak taught me to listen for what isn’t being said.
I had always known I wanted to pursue a creative career (at some point in my life, I thought it would be in music), but I was waiting for the right door to open. By what I can only describe as pure luck and perfectly aligned stars in my universe, I found myself standing right in front of the opportunity I had been searching for…
…an invitation into the world of design that I will forever be grateful for.
For the next six years, I navigated the currents of a Salzburg advertising agency while earning my Diploma in Media Design. I dived into the grit of the craft, doing everything from building brand identities and digital worlds to producing thousands of printed materials, many also by hand in the studio’s production room. It was here that I also enjoyed mentoring interns and juniors, helping them find their footing just as I had found mine. This journey confirmed my belief that while the world is full of “output,” very few take the time to foster a genuine connection.
In 2025, I finally listened to that internal pull to build something of my own and founded Atelier 29a.
I know what it feels like to carry a vision and wait for the right moment to let it breathe. So, I’m here for the founders and the dreamers who want to do this the right way. Whether we are preparing a hotel or restaurant for its first guests, launching an event that needs to feel like a one-of-a-kind moment, or simply reminding the world that you are here—my goal is to make sure that when your ideal audience encounter your brand, they don’t just see it. They feel it. No rush, no noise. Just honest, high-precision work that makes people stop and take notice.
If you’re ready to turn your “someday” into a reality we can build together, I’d love to hear from you.
Cinematic Minimalism: Where Content Breathes
In an era of digital noise, true luxury is found in the pause. Atelier 29a® uses an editorial approach guided by intentional white space and slow-motion visual narratives to command attention without shouting. The Atelier brings a calm, systematic approach to the often-chaotic process of brand development.
By focusing on “stillness” as a status symbol, we position your brand as a sophisticated destination for those who value depth over distractions.
*we, as in: Ana — the creative and art director. the graphic designer. the CFO.
the in-house barista. the assistent for everything.
