Ask first. Design second.
I help organizations understand challenges, identify opportunities, and turn them into clear directions, meaningful experiences, and practical solutions.
I bring over 20 years of experience in design and developing solutions, alongside strategic thinking, research, a deep understanding of people, and the ability to take an idea from the first question through to execution.
About
I come from a design background, with a degree in Visual Communication and over 20 years of experience working with companies, startups, and organizations across a wide range of industries.
Over the years, I expanded my work from graphic design and branding into UX/UI, digital products, marketing, and content. Working across such a diverse range of projects has taught me how to quickly understand new fields, make sense of complex information and systems, understand people and their needs, and ask the right questions before moving toward a solution.
Today, I bring all of these skills together in a broader process that connects strategic thinking with hands-on execution.
Understand
Research and discovery.
Understanding organizations,
audiences, and context.
Identifying the real challenge.
Finding needs and opportunities.
Mapping user, customer,
and community experiences.
Develop
Strategic thinking.
Concept and idea development.
Exploring and prioritizing directions.
Designing experiences, services,
and initiatives.
Planning a practical path forward.
Make it happen
UX/UI and digital products.
Websites and landing pages.
Brand identity and
visual communication.
Marketing and campaigns.
Presentations and information design.
Designing the tools and materials needed to bring ideas to life.
SELECTED PROJECTS
How do you work with a product that never stops evolving?
Cligal | Digital Product
Working with a complex product that is constantly evolving, I connect insights from customers with business needs and the development team to identify problems and opportunities, and turn them into product improvements and practical solutions.
How do you build a lecture series with a community, not just for it?
Givat Oz | Community Initiative
To create more positive connections within the community, I started by listening and involving community members, learning what could generate interest and participation, and using those insights to build a lecture series that the community helped shape.
How does a small idea grow into a whole world?
Little Lights | Personal Brand
Starting with a question about how people can pay more attention to the good moments in everyday life, I explored the need through research, conversations, and different possible solutions before defining the product - a process that eventually grew into the Little Lights app and a broader experience around it.
How do you teach AI without using AI?
Matrix | Educational Game Kit
To teach students the principles of AI without using AI tools, I worked with the team to break down the challenge and its constraints, using them as a starting point for a solution that turned a complex subject into a simple, playful, and accessible learning experience.
HOW I WORK
I enjoy working with people who are open to thinking together, asking questions, and exploring possibilities before deciding on a solution.
I can lead a project independently or join an existing team, quickly learning the organization and its world, working closely with the people who know it from the inside, and bringing an outside perspective.
Based in Hamilton, Ontario, I work locally and remotely with companies and organizations in Canada, the US, and Israel. I'm particularly interested in projects at points of growth, change, or development — where there is a challenge to understand, an opportunity to explore, or an idea that needs to become something real.
I can join at the thinking and strategy stage and, when needed, continue into planning, communication, UX, marketing, and design.
"Understanding the challenge
is where better solutions begin."
SELECTED DESIGN WORK
