ABOUT ALEXANDRA BĂDIȚĂ
Handwriting Experience Designer and Founder of The Journaling Academy
I create experiences that bring handwriting into the physical world through journaling, letters and thoughtfully designed writing rituals.
My work sits at the intersection of writing, storytelling and experience design. I collaborate with brands, cultural spaces, hospitality venues and event partners to transform pens, paper and words into moments people can participate in and remember.
FROM THE BLANK PAGE TO SHARED EXPERIENCES
Writing has always been my way of understanding the world. I’ve been keeping a journal for almost 30 years now.
I began studying journaling more deeply over ten years ago, first as a therapeutic practice and later through workshops, courses, retreats and international communities. After interviewing experts for my book “Write Your Way to Happiness”, I hosted my first workshop in the back of a London bookshop where I used to volunteer.
As I guided hundreds of people through writing experiences, I noticed that the most meaningful moments were created not only by the questions being asked, but by the entire context: the instrument in someone’s hand, the paper they chose, the atmosphere of the space and the invitation to pause.
Today, I design handwriting experiences that can take the form of a guided journaling ritual, a brand activation, a letter-writing corner or a participatory installation created for a particular space and audience.
WRITING AS AN EXPERIENCE
I believe handwriting becomes memorable when people experience it.
A notebook becomes more than an object when someone fills its first page with intention. A writing instrument becomes personal when it carries a thought that matters. A space becomes meaningful when people are invited to contribute something of their own.
This is the perspective I bring to every project: creating the conditions in which writing can become tactile, emotional and beautifully human.
IMPRESSIVITY
Impressivity is the creative philosophy behind my work.
It brings together journaling, storytelling, emotional intelligence and sensory experience, transforming the simple act of writing into a moment of presence and connection.
Through Impressivity, handwriting becomes something to experience, not just to observe.
THE JOURNALING ACADEMY
In 2021, I founded The Journaling Academy, the first Romanian platform dedicated to personal development through journaling.
The Academy is the educational expression of my work: a space for learning, reflection and the continued practice of writing. Through its courses, workshops, retreats and community experiences, it has introduced hundreds of people to journaling in Romania and internationally.
STORIES, PEOPLE AND THE CULTURE OF WRITING
My relationship with writing also began through journalism.
With a Master’s degree in Journalism and Advertising, I have worked across interviews, editorial projects, digital publishing and storytelling. Today, I continue exploring the stories behind people, places and the culture of handwriting through interviews and editorial conversations.
This editorial perspective influences the experiences I design. Every collaboration begins by listening: to the identity of the brand, the character of the space and the stories waiting to be discovered within its audience.
SELECTED EXPERIENCE
My work includes a national journaling tour developed with Moleskine and Cărturești, corporate and private writing experiences, retreats, cultural collaborations and participatory concepts for brands and events.
I am also a TEDx speaker, author of Write Your Way to Happiness and creator of the guided journal Impress Yourself Every Day.
Across every format, the purpose remains the same: to create meaningful encounters between people, words and the handwritten page.
WHO I WORK WITH
I collaborate with:
Writing and stationery brands that want people to experience their products through meaningful interaction.
Event planners who want a special corner where guests can write letters.
Cultural spaces, festivals and event partners looking for participatory concepts that invite audiences to contribute.
Hotels and hospitality venues interested in creating memorable writing rituals for their guests.
Companies and teams seeking thoughtful, guided experiences centred on reflection, communication and connection.
Each project is developed around its particular audience, setting and intention, together with trusted collaborators in design, architecture, production and photography when required.
A CONTEMPORARY FUTURE FOR HANDWRITING
In a world increasingly shaped by speed and screens, handwriting offers something rare: attention, texture and a visible trace of human presence.
My work is dedicated to giving that experience a contemporary form, one that respects the intimacy of writing while bringing it into brands, events and spaces in imaginative new ways.
Because the future of handwriting does not depend only on preserving it.
It depends on creating new reasons for people to pick up a pen.