Anyway Sacks – AnyWay Solid Environmental Solutions provides soil stabilization products that help build roads in places with difficult terrain, and produces materials for natural, cost-effective housing and infrastructure solutions in developing countries. The company sought design ideas for its 50-pound material sacks. The sacks were to be used by AnyWay’s international team in collaboration with local teams in countries all over the world. Obviously, the language barrier had to be taken into account. It was a true and interesting visual communication challenge. Ultimately, we offered the client two design concepts: (A) Utilized a series of basic icons, each representing the function of the respective material contained in the sack. The icons were designed to be easily replicated using hand gestures, thereby providing a method for non-verbal communication. (B) – the one chosen – consisted of marking each sack with the respective first letter of the material it contains. Fortunately, all the materials’ names began with easy-to-pronounce, distinguishable consonants: ess, bee, emm, pee, gee. ¶ 2007
• Completed while working at Danny Goldberg Design








nrg|maariv – (Click to cycle through: the latest redesign > the old design > first redesign iteration)
A complete redesign of nrg.co.il for the Maariv daily newspaper – Israel’s second most popular news source and seventh most popular website, with approx. 200K unique visitors a day. The redesign had many problems to solve and specific goals needed to be addressed. Among these were extremely poor SEO results, cumbersome photo editing requirements, not enough space allocated to commercial use, and a narrow, limiting grid. When the new design was introduced, the redesign announcement was followed by over 1200 heated user comments, mostly referring to the new design as “too clean,” “undesigned,” “boring,” and “conservative.” Since its redesign, the site is continuously gaining popularity (including statistics that show much longer stays), producing more income, and relying on a smaller team to maintain itself. ¶ 2008–9
• Completed while working at Maariv, under chief designer Amir Hadad










Café Hillel – An illustration bank and sample usage compositions for Café Hillel – a local coffee shop chain that sought to broaden its visual language for use in menus, packaging, interiors etc., while keeping its basic identity components and tone of voice. ¶ 2008
• Completed while working at Open TBE










Le Circe Infernal – Editorial illustration for a story about dental fear. ¶ 2005









Tablet Magazine – A website design proposal for a magazine of Jewish-oriented Journalism. ¶ 2009
• Freelance work for Project Projects. Creative Direction by Prem Krishnamurthy and Rob Giampietro










Visual Communication Dept., Bezalel 2006 – a Class Portrait – For my final school project, I chose to draw portraits of all 74 of my classmates. I then gave each of them a copy of his portrait, and asked for something in return. The portraits and exchange objects were documented in a book, and exhibited in my class’s graduation exhibition. Each portrait was printed in hundreds of copies and hung for the duration of the exhibition, while visitors were invited to take their favorites home with them. An interesting, almost interactive popularity meter was created.
What interested me the most, was thinking about what makes a portrait “good” – the fact that it looks like the person, or maybe the quality of the line and drawing regardless of the subject? And which portraits would be more popular with the visitors? Maybe the portraits of those who just had many friends and family visiting? ¶ 2006 [Click here for more pictures from the project and the presentation]












The PixelArt Collective – In 2005, two classmates and I started a pixel art group, creating continuous turn-based collaborative illustrations. Each participant had a couple of days to add small details to the work, and had to email the illustration to the next person. Shown here is an excerpt of what we ended up with, after 30+ turns. ¶ 2006










Hisense – A leading Chinese electronics manufacturer, Hisense decided to start distributing its products in Israel (as a pilot for broad, global distribution). In collaboration with the strategic department, it was decided to use the company’s Chinese origin as an advantage, and not to conceal it as the company’s competitors were doing, in an effort to shift the poor common perception of Chinese goods in Israel. The idea was to emphasize China’s prosperous economy and technological advantages.
This decision was interpreted graphically by inventively combining Hisense’s products with traditional Chinese icons, colors and ornaments, and was used consistently throughout all marketing materials, including billboards, ad campaigns, packaging and TV commercials. ¶ 2008
• Completed while working at Open TBE









I like drawing (because it's therapeutic) – A series of self-portraits illustrated on vintage textured children’s coloring paper. An excerpt of this project appeared in A5 Magazine. ¶ 2006