Ep.014 ft. Andreea Ucar - Leading Through Brand Strategy

Andrea Uchar, founder of luxury branding studio Jove, joins The LeadHer Shift to share how client demand moved her from a Gen-Z aesthetic to premium, minimalist brand strategy—and what that pivot taught her about self-trust, boundaries, and leading a business with integrity. We cover her early management role at 21, navigating burnout during the pandemic, switching careers (logistics → accounting → audit → branding), and building a studio with her husband that now explores AI-powered stock visuals. Andrea breaks down the difference between visuals and true brand psychology, why pricing reflects depth of work, and how women can move past self-doubt by “getting uncomfortable and trying anyway.” If you’re redefining success as freedom, purpose, and creative impact—this conversation is your nudge.

Key Takeaways:

• Why Andrea rebranded Jove from Gen-Z trends to luxury & premium positioning

• Early leadership at 21, pandemic pressure, and learning to set boundaries

• Career shifts across logistics, accounting, audit → creative entrepreneurship

• Success as freedom vs. only money; firing misaligned clients

• Branding beyond Canva: research, target psychology, colour strategy, emotion

• Building with a partner + launching an AI stock-image platform

• Advice for women: try before you’re “ready,” trust yourself, embrace discomfort