Portfolio-2024 — TUDOR CUCU

HYBRID CREATIVE WITH A PASSION FOR DESIGN DRIVEN IDEAS, BRAND SYSTEMS & EXPERIENCES.

HIGHLIGHTS

TYPOGRAPHY

WORK ARCHIVE

HEAD OF DESIGN
SERVICEPLAN BUBBLE

RECOGNITION

ADC GERMANY (Member) (16)
CANNESLIONS (4)
D&AD (1)
THEONESHOW (4)
ADCANNUALAWARDS (10)
NYFESTIVAL (13)
LIAAWARDS (10)
CLIOAWARDS (1)
ADCEAWARDS (3)
REDDOTAWARD (3)

TO THE LIST >>

HIGHLIGHTS

MINIMALISM

We turned thee iconic logo wings into versatile design elements to communicate the new car features, as simplistic and iconic as the car itself.

MINI / SERVICEPLAN — 2021

CAN DO DECODED

A Brand Book created using real game-changer DNA of personalities such as Jimmy Wales, Dick Fosbury and Grandmaster Flash, that answers the question of what it takes to be a game changer.

O2 / SERVICEPLAN — 2023

THE EQUALITY CONTROLLER

During Women’s History Month, Xbox launched a worldwide initiative through a campaign that celebrates women in gaming and focuses on what gamers regularly hold in their hands: the controller.

XBOX / SERVICEPLAN — 2022

THE VISIBLE NET

O₂ made the invisible visible, enabling customers to see the 5G network reception strength through technology. Whether in the big city or in the countryside: We measured the signal strength of the O₂ 5G network throughout Germany and converted it into light signals.

O2 / SERVICEPLAN — 2022

TYPOGRAPHY

ZAVATE WORDMARK

Logo redesign for a menswear brand focused on subtle sophistication, timeless quality through their ‘simplified bespoke’ approach. The tapered lines in the ZAVATE wordmark evoke sewing stitches and scissor cuts, underscoring the brand’s dedication to precision and fine tailoring.

TYPOGRAPHY / COMMISIONED — 2024

CAN DO TAGS

A dynamic key visual that visually interprets the brand claim ‘can do’ through an distinctive set of typographic expressions that show different attitudes and give o2 campaign motifs and messages even more depth.

O2 / SERVICEPLAN — 2023

ADC Switzerland

Bespoke lettering developed as a visual toolkit to extend and enhance the CI used in major ADC events. The letters had been created to tap into different relevant categories like craft, innovation, copywriting and more.

TYPOGRAPHY / COMMISIONED — 2023

36DAYSOFTYPE

An ever growing lettering collection meant to push boundaries of expressiveness through 3d, illustration and calligraphy.

TYPOGRAPHY / PERSONAL — 2023

SNACKWAX

Wordmark created for a Germany-based music label curating international artists creating the finest house tunes.

TYPOGRAPHY / COMMISIONED — 2023

ARCHIVE

O2 PAYSTOP

Why do millions of people continue to pay for their mobile phones? Month after month, they become more and more expensive – even though they already belong to them.

O2 / SERVICEPLAN — 2024

28.57m

To stand out, O₂ partnered with world-record big wave surfer Sebastian Steudtner. The film ‘The Wave’ introduced him as a brand ambassador, setting a new challenge to break his own record. Six months later, fans witnessed history as he redefined the impossible by surfing a 28.57m wave.

O2 / SERVICEPLAN — 2024

O2 CAN DO

Launch of the new communication platform which puts the claim ‘can do’ at the heart of every execution. The brand message is expressed consistently showing the mindset behind each ‘can do’ attitude.

O2 / SERVICEPLAN — 2023

THE EVERY HOME

O₂ has the right internet for every home. To show that, we created a house that stands for every home in Germany: The Every Home.

O2 / SERVICEPLAN — 2022

THE VERY GOOD NETWORK

O₂ celebrates the top rating „very good“ network putting the iconic 4 bars signal at the heart of a nationwide campaign.

O2 / SERVICEPLAN — 2021

OPERA OF CHOICE

Great entertainment deserves a great stage.
We have the entertainment. You have the choice.

O2 / SERVICEPLAN — 2021

NOT COMING HOME

A powerful film highlighting the devastating impact that gun violence has on the daily lives of every American.

NEWTOWN ACTION ALLIANCE / SERVICEPLAN — 2021

GAMER THERAPY

People are using video games as a way to release stress. To take that release further, we’re inviting a team of licensed therapists into the game.

SKILLSHOT+R.A.D / THE COMMUNITY — 2020

MAKE YOURSELF A GIFT TO THE WORLD

If self-obsession turns you into a gift to the world, then isn’t self-obsession the most selfless act of all?

EQUINOX / DROGA5 — 2020

ABOUT

I’m a passionate multidisciplinary creative, car enthusiast, and art lover who thrives on craftsmanship and attention to detail—qualities I believe make design truly exceptional. My background in architecture has shaped my ability to see things from new, unconventional perspectives and use any kind of visual language. This passion and my own curiosity has driven my contributions at Serviceplan Bubble and continues to shape my role as Head of Design for O₂ Germany.

Prior to Serviceplan, I obtained my Master’s Degree in Architecture and had been part of the advertising program part of Miami Ad School Europe which gave me the opportunity to experience working in 3 of New York’s top ad agencies, Droga5, TBWAChiatDay & 360i. What started as an architecture career, turned out into a creative journey bigger than the buildings I thought I will ever build.

EXPERIENCE

SERVICEPLAN X BUBBLE HAMBURG
Head of Design
Senior Art Director → January 2022

TBWACHIATDAY New York
Creative Intern / Art Direction → January 2020

DROGA5 New York
Creative Intern / Art Direction → October 2019

360i New YorkCreative
Creative Intern / Art Direction → July 2019

MOMENTUM/MCCANN WORLDWIDE BUCHAREST
Senior Art Director → March 2016 – July 2018

FREELANCE
GRAPHIC DESIGNER / AD → March 2012 – March 2016

EDUCATION

MIAMI AD SCHOOL EUROPE, HAMBURG
Art Direction Portfolio Program
→ 2018 – 2020

“ION MINCU” UNIVERSITY OF ARCHITECTURE AND URBANISM
6 years Bachelor’s and Master’s Degree of Architecture Program
→ 2011 – 2017

AWARDS

Gold / New York Festival Awards: Branded Content/Entertainment, Print
2x Finalist / New York Festival: Print Art Direction, Typography

O₂ Deutschland – Can Do

2x BRONZE / ADC Germany: Book Graphic Design, Print Production
3xShortlists / ADC Germany: Corp. Publishing, Book Cover, Content

O₂ Deutschland – Can Do Decoded

1x SILVER / New York Festival: Outdoor, Craft, Graphic Design
1x SILVER / New York Festival: Design, Craft, Art Direction
1x BRONZE / New York Festival: Outdoor, Craft, Art Direction
3x FINALIST / New York Festival: Outdoor

MINI – Minimalism

1x BRONZE / New York Festival: Film Craft, Art Direction & Production Design
1x FINALIST / New York Festival: Film Craft, Visual Effects

O₂ Deutschalnd – The Every Home

2x GOLD / ADC Germany: OOH & Print
7x SILVER / ADC Germany: OOH, PRINT, POS, Graphic Design, Print
2x SILVER / ADC Germany: Illustration, POS Film Special Formats

MINI – Minimalism

2x BRONZE / ADC Annual Awards: Film Visual Effects
2x Merit / ADC Annual Awards: Data Visualisation & Photography

O₂ Deutschland – The Visible Net

1x Gold / ADC Annual Awards: Film Visual Effects
1x Silver / ADC Annual Awards: Promo
1x Merit / ADC Annual Awards: Consumer Electronics

XBOX Equality Controller

3x GOLD / The Golden Award of Montreux: Poster, Graphic Design, Best Outdoor
2x Finalist / The Golden Award of Montreux: Print AD & Craft Animation

MINI Minimalism

1x GRAD PRIX / Red Dot Award: Brand & Comm / Poster Series
Best of the best / Red Dot Award: Brand & Comm / OOH & Ambient

Mini – Minimalism

1x GOLD / Loeries: OOH Crafts – Art Direction
1x SILVER / Loeries: OOH – Outdoor Media
4x Shortlists / Loeries: OOH – Art Direction & Outdoor Media

Mini – Minimalism

4x GOLD / COMM AWARDS / PrintCraft, Clasic OOH, OOH Craft, POS & Retail
SILVER / COMM AWARDS / Design, Advertising & Campaigns
BRONZE / COMM AWARDS / Film Craft

Mini – Minimalism

GOLD / Cannes Lions: Outdoor Automotive
2x BRONZE / Cannes Lions: Industry Craft
5x SHORTLISTS / Cannes Lions: Design & Industry Craft

Mini – Minimalism

Let’s connect on LinkedIn

Instagram @sotudorcucu

Currently based in Hamburg, Germany

2025

2024

2023

2022

2x BRONZE / ADC Annual Awards: Film Visual Effects 2x Merit / ADC Annual Awards: Data Visualisation & Photography

1x Gold / ADC Annual Awards: Film Visual Effects 1x Silver / ADC Annual Awards: Promo 1x Merit / ADC Annual Awards: Consumer Electronics

2021

1x GOLD / Loeries: OOH Crafts – Art Direction 1x SILVER / Loeries: OOH – Outdoor Media 4x Shortlists / Loeries: OOH – Art Direction & Outdoor Media

2020

2019

2x BRONZE / ADC Annual Awards: Film Visual Effects
2x Merit / ADC Annual Awards: Data Visualisation & Photography

1x Gold / ADC Annual Awards: Film Visual Effects
1x Silver / ADC Annual Awards: Promo
1x Merit / ADC Annual Awards: Consumer Electronics

1x GOLD / Loeries: OOH Crafts – Art Direction
1x SILVER / Loeries: OOH – Outdoor Media
4x Shortlists / Loeries: OOH – Art Direction & Outdoor Media