Strategic Communications · Executive Positioning · Brand Experience
Strategic Advisor & Brand Consultant │Speaker, Moderator, Trainer │Founder & Creative Director
Diana Dumitru is a strategic communications advisor and brand experience designer working with leaders, founders, and premium brands at moments that matter. With over a decade of international experience—including senior leadership roles across 27 markets for a global luxury brand—she helps individuals and organisations clarify who they are, how they show up, and what they are remembered for. She works with identity, culture, and perception. She advises on executive visibility, brand positioning, content strategy, and relationship-led reputation building. Diana is also the founder and creative director of The Blue Archive, a studio dedicated to experience-led communication and sensorial storytelling using food as the main medium.
Services
01.
BRAND strategy
Diana works with brands, agencies, CEOs, founders, and senior leaders to create strategic clarity and answer a simple question: “what are we really building here”. It’s a personal value that emerged from years of noticing the same pattern – teams do not need more information, more inputs, or more time to pass. Clarity is the base of all brand architecture, for launches, scaling, and consistent perception. She uses strategic audits (internal and external) to build clear brand identity with solid archetypes and visual boards. She uses luxury psychology principles to decode and create brand people remember because they show up again and again as themselves, not as performances.
02.
CEO & leadership
She works with CEOs, founders, and senior leaders to sharpen executive presence, decision-making language, and public positioning. Over time, Diana has shaped the public and professional profiles of CEOs and board-level leaders. Using speechwriting and narrative development, Linkedin ghostwriting, thought leadership, video and presentation scripting, public speaking and media coaching, personal presence and camera training, interviews and selective profile placement in relevant media.
She helps leaders articulate a clear leadership image for internal teams and external audience. This is a form of soft power: influence built in layers through clarity, perception and messaging.
03.
Narrative & pr
Diana designs integrated communication strategies: long-term planning, narrative direction, and content strategy into one system. Built for specific audiences and based on business targets.
Communication is how brands build long-term equity. Yet many teams operate reactively, moving from quarter to quarter without a clear strategic framework. A clear planning drives execution, an efficient use of budget, and gets everyone’s buy in – leaders, teams, media.
Content is positioning over time: what to say, how to say it, in which tone, how often, and where: in written, spoken, and visual formats. From product to brand messaging, corporate and financial narratives, internal communication, crisis response, and change communication.
04.
speaker, moderator, trainer
Diana’s work has always involved translating complex strategy into language that different audiences can understand and use. As Head of PR in a regional organisation, she regularly presented to multiple stakeholders: from press conferences with top journalists, to internal strategy sessions with PR and marketing teams, to leadership briefings and on-camera appearances.
She has led workshops on leadership alignment and industry trends, presented at conferences, designed keynotes on specific themes and is comfortable speaking to both small and large audiences, online, on stage, and in closed-door settings.
05.
RELATIONSHIP MANAGEMENT
Much of Diana’s work happens behind the scenes. She advises on and protects high-trust relationships with media, partners, clients, and cultural stakeholders, supporting long-term reputation, community credibility, and sustained influence. Relationships are strategic infrastructure.
06.
experience design & events
Diana uses experience as a strategic communication tool, designing moments that engage the senses and create memory. Drawing on luxury psychology and sensorial frameworks, she creates experiences that connect emotionally: from private gatherings to complex, multi-layered events.
During her time at Porsche, she designed and delivered highly complex event platforms end to end – from creative concept and experience design to leading large, cross-functional teams and managing execution. Her work ranged from small-scale, exclusive workshops and CEO roundtables to large international launches with hundreds of journalists, as well as multi-day driving programs on track, off track, in luxury environments and unconventional locations; including transforming a flooded stone quarry into a launch setting.
About me
Stories shape emotion and build connection. I help you express your brand with clarity and feeling — whether you need to strengthen your identity, engage your audience, or bring a concept to life. With a blend of strategy and creativity,
That became The Blue Archive. I’m driven by the urge to design experiences that feel intentional and emotionally grounded, where food, culture and storytelling create real connection. I look for patterns, subtle shifts and the hidden logic behind how people respond to brands, not out of habit, but because meaning lives in those moments.
I move naturally between strategy and creativity, and I’ve learned that my best work happens when I allow both to shape each other. My years in international communications taught me how to navigate intensity, refine complex narratives and understand the weight of details, but they also showed me how to read trends and how to understand market moves. That means for me experience design and sensorial communication.
Portfolio
Food Scaping
Brand Activation
Experience Design
Content Creation
