ABOUT
I'm Alexandra Goldschmidt (*1998, Bratislava), a Vienna-based graphic designer working across branding, visual identity, and commercial design. With a background in graphic and communication design focused on printing technologies, I lead creative direction personally and collaborate with trusted specialists in social media, performance marketing, photography, and videography, offering clients full-service execution without agency overhead. My work is guided by a sense of harmony, clarity, and attention to detail, with a visual language that ranges from bold and expressive concepts to minimal, refined aesthetics. I'm currently educating myself in AI-augmented design, exploring how AI can accelerate creative processes, optimize client workflows, and open new possibilities for visual exploration and concept development. An extended portfolio featuring more advertising and branding work is available upon request.
Alongside my commercial practice, I maintain a conceptual and artistic body of work that moves between visual storytelling and material experimentation. For me, design extends beyond formal practice, serving as a narrative and investigative medium for exploring how visual language can shape meaning and make complex ideas tangible. Shaped by experiences of migration, identity, and belonging, my work often explores memory, fragmentation, and cultural narratives, frequently drawing on my Slavic background. Since memory is not a fixed archive but a reconstructive process, I translate this instability into visual systems where content overlaps, shifts, distorts, or disappears, working experimentally with materials and print processes, embracing transformation and imperfection as integral parts of the work.
