Channel 13
One identity for a national network: logo, brand book and channel kit, built to hold across news, prime-time and promotion.
Brand strategy and identity, as part of the Shortcut Playground team
Open case studyCreative direction for brands launching something new.
Brands, campaigns and visual worlds people remember. I define the idea behind a launch and carry it across every touchpoint.
Most projects arrive as a problem, not a brief.
A product going to market, a brand that has outgrown itself, a development, a campaign, a new audience. The deliverables come later. First someone has to decide what the work is for, and then hold that decision all the way to launch. That is the job I take on.
01
What the launch has to say
Positioning, audience and the one thing people should understand and feel.
02
The central idea
The creative concept everything else answers to, so every touchpoint reads as one launch.
03
How the brand looks and behaves
Identity, art direction, motion and the visual world, built as a system teams can use.
04
Where it goes, and who makes it
Campaign, product, website and content, and the specialists needed to build them, directed through production.
Selected work
Full index →
Museum of Natural History
Dense environmental science turned into a physical and digital experience visitors explore rather than read.
Art direction and experience design. Led the multidisciplinary team from concept to installed exhibit
Open case study
Partner TV
One on-air identity across three channels (series, kids and movies), each with its own energy.
Art direction / Channel identity / Motion, with Studio Adam Fineberg
Open case study
SkyMax
A credit card positioned as the one that makes travel happen, with a visual world built from concept art into a national commercial.
Art direction and concept art, through to 3D production
Open case study
Simply Vision Pro
Showing how it would feel to learn an instrument in spatial computing, before the platform to try it existed.
Launch visualization: creative direction and 3D
Open case study
Tower of David
The history of Jerusalem as exhibitions you walk through, with projection, touch and sound inside a protected landmark.
Art direction / Illustration language / Installation
Open case study
Amdocs: Make It Amazing
Early concept development for a global tech company’s music-led rebrand film, directed by Roy Raz.
Early concept development
Open case studyServices
All services →01
Brand Strategy & Identity Systems
Positioning, visual identities, brand systems and coherent visual languages built to hold across every channel.
02
Creative Direction for Product & Brand Launches
The central idea for a launch or campaign, and the direction that carries it through film, motion, design and production.
03
Interactive & Immersive Experiences
Museum and exhibition experiences, installations, spatial media, XR and real-time systems people walk into and use.
04
Fractional Creative Direction & Creative Systems
Ongoing creative leadership for teams without a Creative Director, and the systems that let them generate, test and scale ideas.
One senior creative lead from first conversation to launch. I stay accountable for the idea and the quality of the work, stay hands-on in the design, and build the team each project needs: designers, developers, animators, illustrators, 3D artists, film crews.
Where I help most
FitFounders, CMOs, heads of brand and product leaders launching or changing something (a product, a brand, a campaign, a development, a move into a new market) while the idea is still open and the answer has to work across several disciplines at once.
Independent engagements typically begin at ₪30,000. Larger multidisciplinary launches are scoped separately, with the team they need.
Best suited to launches, brand systems and campaigns that need senior creative ownership across many touchpoints.
Based in Tel Aviv, working with teams internationally, remotely and on site when the project needs it.
Launching or changing something soon?
Tell me what is launching, who it is for and what is still undecided. The first conversation is about the problem, not the deliverables.