Design does the work, every time.

CTS Pharma wanted to bring more attention to Regyon right as tension in the Middle East was peaking. Instead of advertising to people who need calm, we designed a billboard addressed directly to Khamenei, Iran's Supreme Leader, in the exact visual language of Iranian propaganda, with Regyon bottles replacing the missiles. An influencer delivered the same branded package to the Iranian embassy abroad, and when Iran's president later called for easing tensions with Israel, we tied it right back into the campaign.

Art direction: billboard design, sticker design, social activation

Eight OTC products with nothing in common except the CTS name behind them. I built one visual system flexible enough to hold the whole family together. Each product has its own color and pattern, so a customer never confuses one for another, and can still spot the rest of the range once they know one.

Branding: logo extension, color system, pattern design, full packaging across 8 products

CTS came to us with a smart bottle cap that tracks when a medication was opened and alerts before it expires, and asked for a launch campaign. The insight we landed on: expiration is obvious with food but invisible with pills, so we visualized it through gorgeous macro shots of spoiled food, a way to make you think twice about what's in your cabinet. The client ultimately went a different direction, this was one of the creative concepts presented.

Art direction: visual language, print & social executions

IBI merged their Israeli and US stock trading into one app. We built the campaign around a single idea: American icons dropped into unmistakably Israeli situations, so the image said it all without a word of explanation. Each post paired one icon with one everyday Israeli moment, no headline needed.

Art direction: campaign concept, AI image generation, post design

IBI needed public awareness built from almost nothing. Instead of one big campaign, we built frequency: short TV and radio spots repeating the same line in unexpected everyday moments, until the name stuck. I joined the creative team for this second round of spots, new situations, same proven format.

Art direction: on-set creative, broadcast spots

Toyota Israel sponsored the Tel Aviv Love Race and built a landing page around the AYGO X. The brief, copy and structure came from the copywriter; I handled the full visual design, building the hero as a dynamic system where the background and color shift to match each car's color. The same system carried through to mobile, so the page felt consistent regardless of which car color a visitor landed on.

Web design: layout, hero color system, desktop and mobile

IBI Investment House runs several social pages, each speaking to a different audience. For Invest in Yourself, I built a language of its own: a purple in the same tonal depth as IBI's navy and the same diamond shape from the main brand, so it reads as part of the family from a distance, but stands apart on its own feed. Since this was a full sub identity, I also put together a brand guide defining the logo lockup, color use, typography pairing, and rules for future templates.

Art direction: visual identity, brand guide, social template system

CTS Pharma needed awareness for Taptapim+, a children's vitamin line shaped like gummy lions. Instead of clinical claims, I built a doodle language for the brand: kids doing their best lion roar, with a mane, whiskers and a tail drawn straight onto the photo. Every post followed the same rule: real photo, hand-drawn lion details, nothing else added.

Art direction: brand doodle language, social campaign concept, post design

IBI Convert FX lets business owners convert dollars fast, no brokerage account, no commission. I started with a social series, dollar bills doing a facepalm at the idea of converting through a bank, and when it performed well I carried the same visual language into a full landing page redesign. The electric blue and the facepalm humor carried through both, so the campaign and the product felt like one continuous idea.

Art direction: social campaign concept, landing page design (desktop & mobile)

Rishon LeZion asked us to unify all signage along its beaches and boardwalk, everything from wayfinding to safety information, under one shared identity: The Beaches of Rishon LeZion. Each beach keeps its own name under a shared sub-logo system, and one icon set covers wayfinding, safety, and the beach experience, bold and solid where it needs to instruct, lighter and more playful where it just needs to invite. The project is still in its approval stage, nothing has been produced yet.

Branding: signage system, color palette, graphic language, icon system, merchandise concepts