Grapefruit at 26: UX pioneering, AI innovation, and partnerships that stand the test of time

Grapefruit celebrates 26 years of activity, a chapter marked by continuous evolution alongside its partners and guided by a philosophy that has shaped every decision: people, not jobs.

Founded in November 1999, Grapefruit began its journey as a branding and web design agency. In 2012, it became one of the first companies in Romania to introduce the concept of UX into practice, transforming the way brands built relationships with their users.

Today, after more than two decades, Grapefruit remains a benchmark in the digital industry, integrating technology as a strategic engine for growth: from creative services to AI readiness assessment tools and custom AI-based solutions for marketing, UX, and software development teams.

From UX to AI: A strategic evolution

In 2025, Grapefruit launched a new division dedicated to AI services, marking the agency’s expansion into consultancy and enabling companies to integrate artificial intelligence into their digital processes. AI audits, strategic consulting for marketing and sales automation, and AI agent development are just a few of the services Grapefruit now provides to local and international clients.

“As we celebrate 26 years, we stand strong, seasoned, and bold enough to explore new territories. We’ve always been an agency that looks ahead. After reshaping how brands think about digital experiences, we are naturally continuing this direction by integrating AI into our clients’ marketing, UX, and development processes“, mentions Georgiana Dragomir, CEO of Grapefruit.

An international portfolio and long-lasting partnerships

Over its 26 years of activity, Grapefruit has worked with some of the largest companies across more than 10 industries (telecom, banking, automotive, energy, pharma, FMCG, and others). From its first partnership with Connex (2001) to long-lasting collaborations with brands such as Philip Morris, Nestlé, Dacia, Renault, Garanti BBVA, PPC, BCR, and UNTOLD, the agency has demonstrated that real value is built over time.

“Our clients don’t just look for execution, but for a trusted partner who can guide them through a complex and ever-changing digital landscape. We are proud of our partnerships that have stood the test of time: 10 years with Nestlé, 17 with Philip Morris, and 20 with Dacia. For us, success isn’t defined by quick projects, but by collaborations where we have time to understand the client’s business, grow together, and deliver measurable results“, adds Georgiana Dragomir.

Currently, Grapefruit’s portfolio includes over 60 clients and 500+ projects delivered across 9 countries, including Germany, Switzerland, the United Kingdom, Greece, and markets in the Middle East.

A culture built around people

Beyond services and clients, Grapefruit remains an agency defined by its people. The organizational culture, based on transparency, balance, and autonomy, continues to be a central pillar of its growth strategy. This commitment was globally recognized when Grapefruit earned the “Best of Country” award at the WITSA Global Awards 2025 for the project “Redefining organizational culture through human-centric talent development”.

“Every important decision we make begins with our people: the team, the values, and the environment we want to build – one where everyone feels they’re in the right place. We strongly believe in the ‘right people in the right seats’ principle and in the balance between performance and wellbeing”, highlights Anca Teletin, COO of Grapefruit.

Today, Grapefruit’s team includes professionals from across the country, working from the offices in Iași and Bucharest or remotely from cities like Cluj, Brașov, Arad, and Timișoara – a testament to the idea that “a united team doesn’t need the same address”.

Expanding horizons and global impact

In the upcoming period, Grapefruit aims to strengthen its position as a leading digital and AI-powered agency in Romania while amplifying its international footprint. Strategic priorities include:

• diversifying its AI service portfolio for marketing, UX, and software development;
• increasing its international presence by attracting B2B clients from Europe and the US;
• strengthening long-term partnerships through innovation and measurable results;
• continuous investment in organizational culture;
• elevating the Grapefruit brand as a top agency in digital strategy and AI marketing through thought leadership content, events, and international campaigns.

“From UX to AI, from local teams to international projects, Grapefruit has remained an example of adaptability and passion for digital. We have big plans for 2026, and as always, they are built around people and the partnerships that matter”, emphasized Georgiana Dragomir, CEO of Grapefruit.

About Grapefruit

With 26 years of experience, Grapefruit is recognized as a pioneer of User Experience (UX) in Romania. The company currently provides digital strategy, web development, marketing, digital design, lead generation, and AI-powered solutions. Its portfolio includes more than 60 clients and over 500 projects delivered across 9 countries in Europe, the Middle East, and Southeast Asia.

Grapefruit is the co-founder of Digital Innovation Zone, a European digital innovation hub dedicated to digitalization and innovation efforts in the North-East region of Romania. The company is also part of ALL INDIE, an alliance of independent Romanian agencies with deep expertise in digital media, branding, and data analysis.