For 7 years I have led design projects at Studio Hube, an interior branding studio working with tech companies across Israel. My role sits at the intersection of design, production, and stakeholder management - translating brand identity into physical space while navigating the competing interests of clients, architects, and production constraints.
I led each project end-to-end: directing a team of graphic and product designers, coordinating with the studio's production manager and budget leads, and running biweekly client sessions where I presented concepts, gathered feedback, and managed expectations across all parties.
The project had stalled - the client rejected every direction and it was close to falling apart. I took over the full process, reset the brief, and led the team through a new concept phase from scratch. The final result was one the client and studio were both proud of.
Photography: Yoav Peled View Project →
Fast concept alignment with the client opened the door to unusually bold design decisions - a cloud mural, pop-art collage, and geometric installation rooted in the brand's own visual language. The challenge was holding that creative ambition within the constraints set by the architects and client budget.
Photography: Itay Benit View Project →
HP asked us to express their technology in a way that felt like art, not advertising. We created site-specific works that tell the brand story using HP's own materials as the medium - turning the technology itself into the visual language.
Photography: Amit Gosher View Project →
Lightricks had an internal design team with strong vision but limited experience in 3D signage and spatial art. My role was to co-create with them - bringing spatial production knowledge to their ideas, and finding ways to realize concepts they hadn't thought possible.
Photography: Gidon Levin View Project →