Projects
Three brands founded, two built simultaneously in March 2017, the third launched in November 2024. One ecosystem, one legal entity, one owner.
Everything I build commercially sits under ThinkUP Marketing. Noi Producem Podcast and Inclusivo are ThinkUP sub-brands, each with its own editorial identity, but all stemming from the same vision, the same objectivist philosophy, the same managerial discipline.
The legal entity is one. The owner is one, me, 100%.
ThinkUP Marketing
Building Brands that respect humans.
ThinkUP Marketing is the parent agency of the entire ecosystem. Here we do brand strategy, sign contracts, and build the results we deliver to clients. The slogan under which we sign every project, "Building Brands that respect humans", is not presentation decoration. It is the filter through which we choose clients, through which we refuse projects, through which we write every positioning decision.
Philosophy
The agency is built on Ayn Rand's Objectivism, authenticity, courage, creativity; truth, reason, independent thinking. It is not brochure aesthetics. It is the decision that underpins every client we work with and every client we choose not to work with.
Brand archetypes
The brands we build pass through three archetypal filters simultaneously:
- Creator, creativity, innovation, originality.
- Outlaw, breaking norms, defying trends, bold approach.
- Sage, knowledge, insights, strategy thought in depth.
Core services
- Brand strategy, for businesses building from zero or rebuilding their foundation.
- Brand consolidation, for stable businesses preparing for scaling or strategic reorientation.
- Rebranding, when the existing brand no longer reflects what the business is today or where it is headed tomorrow.
- Brand-Native AI, strategic direction under construction from 2026.
Brand-Native AI
Brand-Native AI is a new model of brand delivery, built together with the client. It is not a "way of making prompts" and it does not reduce to voice—it is a strategic foundation with its own DNA, embedded directly in the client's operations.
Details are discussed directly with founders we enter into serious conversation with. Complete case study, with Noi Producem Podcast as reference example, coming soon.
Who ThinkUP builds for
- Startups and growing businesses, founders who want a memorable brand for controlled growth.
- Stable businesses doing rebranding or scaling, CEOs preparing for market expansion or a new positioning round.
- Mature businesses preparing for exit, owners who want to maximize brand value for a profitable exit.
Brand is built with you, not for you. A brand that lasts 10 years is not deliverable by an agency—it is the result of a conversation the founder can carry forward with their own team, long after we have left.
Noi Producem Podcast
Noi Producem Podcast is the studio I founded simultaneously with ThinkUP. It was not a later extension, it was a structural decision from the beginning. Brand strategy without a tool to deliver voice ends up as a dusty document in a drawer. NPP is the tool.
Vision, a movement for 100,000 experts
NPP is not a production studio in a corner of the Romanian market. It is an assumed movement, with an objective we articulate clearly:
100,000 Romanian experts, from any domain, to become voices of their domains through podcasting.
What does "voice of the domain" mean, concretely:
- to leave behind expert information, not noise
- to educate others through your own perspective built over time
- to communicate with expertise, not just to emit opinions
- to bring qualified opinions to your niche that change the conversation
- to grow your visibility through substance, not visibility tactics
Every podcast we produce, every tool we build (including PodFind.app, see below), every article we publish on the NPP platform, all serve this same movement.
Team
I handle voice, editorial, strategy. Everything technical, live mix, recording assistance, audio and video standards, are handled with my life partner, who comes from the music background (plays guitar and sings).
The quality you hear and see in Noi Producem Podcast productions is not "good." It is non-negotiable. It is NPP's first brand decision.
Portfolio, 8 produced podcasts
NPP produces Mirela's own podcast plus podcasts for other Romanian hosts. Every production goes through the same standards.
| Podcast | Role |
|---|---|
| Tu Inspiri România (Spotify + Spreaker) | Own podcast, host: Mirela Pascu (since 2021). 150 episodes, 34,000+ downloads. |
| LeadersHUB | Production for external host. Leadership and business. |
| The Keyword | Production. Digital marketing and entrepreneurship. |
| Nextprenor | Production. New generation entrepreneurship. |
| Brands at Work | Production. Brands that work, applied strategies. |
| 1440 | Production. Time management (the 1440 minutes in a day). |
| The Naked Truth About Education | Production. Education, open conversation. |
| The Money Game | Production. M&A services, investments, financial decisions. |
Details on each podcast, including complete Tu Inspiri România metrics, on the Publications and appearances page.
NPP editorial platform
NPP is not just a production studio. It is also an editorial platform. We publish articles about podcasting as a branding tool, about content strategy, about production, materials that any expert who wants to become a voice of their domain will find useful before and after their first episode.
PodFind, the matching platform for Romanian podcasts
Part of the NPP ecosystem, PodFind is our matching platform built for the 100% Romanian podcast community. Core promise: "The perfect guest for your next episode."
PodFind connects two audiences algorithmically:
- Podcasters looking for verified guests with confirmed quality and real technical compatibility;
- Experts wanting visibility in front of the right hosts, to build personal brand through quality appearances.
Matching is multi-dimensional: thematic compatibility (topics, audience, style), technical compatibility (format, location, equipment, platforms), percentage compatibility scores and monthly matches delivered directly via email. The platform covers the entire collaboration cycle, from first match to contact, confirmation, recording, publishing and verified reviews.
2026 status, MVP + waitlist
- podfind.ro, landing page and waitlist. "Early access free" before official launch in 2026.
- podfind.ro/demo, public MVP demo. Browse the dashboard, explore, matches, collaborations.
- podfind.app, the app in MVP version. Actively under development.
Main NPP site: noiproducempodcast.ro
Inclusivo
Inclusivo is the third brand in the group. Launched in November 2024, it is dedicated to accessibility audit and design.
Philosophy
Accessibility is thought into brand from the first phase, not pasted on at the end as a compensation solution.
Inclusivo does not deliver "accessibility patches" on top of an already-built site or product. It delivers an integrated perspective in which accessibility is part of the brand decision, how the brand looks, how it sounds, how it behaves, how it can be used by anyone.
Typical clients
ThinkUP clients working at complete strategy level or building a new site receive accessibility integrated under their brand, through Inclusivo. It is an invisible addition to the deliverable, a decision we make once, at the beginning, and which reduces the cost of later correction to zero.
2026 status
In 2026, Inclusivo stays in the background. It is not actively promoted on Mirela Pascu's personal account and has no dedicated lead gen campaign. It remains available as an option for ThinkUP clients at strategy level and as a service on demand for teams that understand why it matters.
- Main Inclusivo site: inclusivo.ro
The ecosystem, map of relationships
- ThinkUP Marketing, the unique legal entity. Invoices and collects everything.
- Noi Producem Podcast, ThinkUP sub-brand. Production studio and editorial platform.
- Inclusivo, ThinkUP sub-brand. Accessibility audit and design.
- Mirela Pascu, 100% owner of ThinkUP, primary voice of the group, trust vector.
More on the philosophy that holds the group together on the Beliefs and philosophy page.