About
I'm Malena.
Brand designer, creative strategist, and the kind of person who has already tried the AI tool you just heard about.
Brand designer, creative strategist, and the kind of person who has already tried the AI tool you just heard about.
I'm doing a bachelor in Digital Communication at EU Business School, and working as Marketing Intern at FocusEconomics, a role that pulled me out of pure creative work and into how a business moves.
Before any of that, I took a gap year and co-founded 72 Belgrade with my friend Sofia. It's the project that decided my career. Branding, marketing, and business model as one job, not three, that's the worldview I bring to every client and every brief.
The brand, the website, the campaign, the strategy deck behind it, I'd rather make the whole thing than write a brief and hand it off. The work I'm proud of is the work I shipped.
I use new tools the moment they're useful. AI is in my workflow every day, not because it's trendy but because it lets me do the work of a team of three. The people calling AI scary are the people who haven't tried it. Used well, it doesn't replace the thinking, it lets you spend more time on the thinking that matters.
Branding and macroeconomics asking the same question from opposite ends: how do people decide, what signal matters, what's noise. Editorial-feeling brands. Cities. Restaurants that take themselves seriously without taking themselves seriously. Belgrade nightlife. The feeling of figuring something out at 2am that you couldn't figure out at 2pm.