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Alex Chiriac

Marketing Brand Strategy Creative Direction

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Fourteen years in the water taught me what training really means.
The feeling always comes before the design.
Everything here started from nothing. No team. No agency. Just taste and time.
Most people skip the details. That's exactly why they matter.
You're looking at what happens when someone cares.
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Featured Project

Dryland
Pro

I swam for 14 years. My coach gave us the same workout sheet every week. I built something better. Full brand. Live app. Content across three platforms. No budget.

Brand Identity Web App Content Strategy Solo Build
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Countries
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Conversion rate
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Exercises
For swimmers. By a swimmer.
Brand Concept

Swan

Started as a conversation about phone addiction. Ended as a full brand world in one day. Name. Identity. An interactive website with hand-coded water and animated swans. Every word written to make you feel something.

Brand Concept Interactive Design Canvas Animation Copywriting
There's a warmer, more beautiful life on the other side of the screen.
About

I build brands that feel like something.

Second-year marketing student at Bournemouth University. Former competitive swimmer. I build things from scratch because I like knowing how every piece works.

DrylandPro came from a gap I felt in the water. Swan came from a conversation about doom scrolling. Both turned into real projects because I don't stop at the idea.

Looking for a placement where people actually care about the work.

LocationBournemouth, UK
LanguagesEnglish, Romanian, Italian
EducationBA (Hons) Marketing, BU
FocusBrand Strategy & Creative

Let's build
something real.

LinkedIn DrylandPro Swan

DrylandPro — the full story.

01 The Challenge

14 years of competitive swimming. My coach handed out the same dryland sheet to everyone. Same exercises. Same order. Didn't matter what equipment you had or what phase of the season you were in.

Every swimmer I knew felt the same thing. The workout could be better. But nobody was building it.

02 The Insight

Swimmers train in cycles. Pre-season builds strength. In-season maintains. Taper sharpens. Off-season recovers. The exercises, the reps, the structure — all of it should change depending on where you are in the season. And it should adapt to what equipment you actually have.

03 The Execution

I built everything. The brand. The app. The content. Solo.

The App98 exercises. 4 training phases. Smart equipment filtering. Streak system. Free.
The BrandFull colour system. Inter typography. Three animated backgrounds. A brand bible that runs every decision.
Content9 days of daily posts across Instagram, TikTok and X. Phase breakdowns. Exercise spotlights. Cinematic brand films.
WorkflowCanva Pro to Edits App to multi-platform posting. Templated. Repeatable. One person.
04 Design System
DrylandPro

Dark backgrounds only. Inter. Always. No emojis. No stock photos. No trending audio. One CTA per post. Everything points to drylandpro.com.

05 The Result
38Unique visitors in week one
37%Landing page to app conversion
12+Countries reached organically
£0Total ad spend
Visit DrylandPro →

Swan — a brand built from feeling.

01 The Challenge

Everyone's fighting their phone alone. Screen time limits. App blockers. Willpower. All solo. All punishing. None of them stick because there's nobody holding you to it.

02 The Insight

What if the people you care about were part of it? Not watching you. Not judging. Just choosing to be more present together. Swans bond for life — not because they have to, because they choose to. That's the brand.

03 The Execution

Name to living website in a single day.

Brand WorldName. Wordmark. Colour palette. Typography. Tagline. Tone of voice. All from scratch.
Interactive SiteHand-coded HTML canvas. Voronoi water caustics. Animated top-down swans. Cloud shadows. Sun sparkles.
Copy"There's a warmer, more beautiful life on the other side of the screen." Every word placed with intention.
UX DesignCinematic scroll manifesto. Animated streak card. Editorial layout. Nothing that looks like a template.
04 Design System
Swan
There's a warmer, more beautiful life on the other side of the screen.
05 The Takeaway

You don't need a finished product to prove you can build a brand. You need a feeling so clear that people see the product before it exists. That's what Swan does.

Visit Swan →