CONCEPT / COPY / DESIGN

DREAMING
FOR THE
WIDE AWAKE.

SCROLL TO WORK ↓

SELECTED WORK2022—2026

01 / CONCEPT · CREATIVE

I turned Israeli emergencies into a record label.

EXPLORE PROJECT ↗

02 / STRATEGY · PRODUCT

YOURSELF

A social space where you don't have to be out to belong.

03 / USER RESEARCH · PRODUCT

ENVIROLAMP

What if saving money could save the planet?

04 / CONCEPT · VISUAL IDENTITY

HANG OUT

Coming out is an emergency. So I threw it a party.

ABOUT ME

I'm eager for life, for people,for ideas that make a differenceand make someone smile.

Working at KAN 11, meeting people from around the world at EL AL, and studying visual communication at Bezalel have allowed me to listen closely and observe the stories shaping our world. Now I want to turn those observations into ideas that are useful, memorable and joyful.

LET'S TALK ↗

YOURSELF02 / STRATEGY · PRODUCT

Since we're all in the closet,

let's build one that suits us all.

THE OBSERVATION

Same dating app.
In the center, people show their faces.
In the south, they’re grey silhouettes.

I compared profiles on a dating app in an area with high awareness of the LGBTQ+ community and in one with low awareness. Where acceptance is low, people hide even from each other.

THE RESEARCH

SURVEY5 / 11

don’t share their feelings with anyone. They’re in the closet.

SURVEY1 / 11

shares them with everyone. The rest open up only to friends.

DESK RESEARCHHiding hurts.

Studies link rejection, stigma and discrimination to a higher risk of heart disease among LGBTQ+ people.

SURVEY / WHAT WOULD HELP?“Normalize it.”

“Meet people outside the closet.”
“Don’t make it a big deal.”

THE THOUGHT

The closet isn’t the problem.
Being alone in it is.

THE IDEA

A discreet community app that enables people in the closet to explore shared identity concerns through stories of inspiration, ideas and honest conversations. Not one big coming-out moment, but a gradual process, shared with people who live the same questions.

Find a conversation
or an idea that
inspires you.

THE TAKEAWAY

You don't have to be out to belong.

From “I feel alone” to “someone gets it.”Give your journey a healthier meaning, andthe destination becomes more rewarding.

A solo project. From field observation, survey and desk research to strategy, concept, copy and product design.

NEXT PROJECT → ENVIROLAMP

HITל01 / CONCEPT · CREATIVE · BEZALEL FINAL PROJECT 2024

ISRAEL HAS
A SOUNDTRACK.

Concept / Copy / Art direction / Music / AI

SCROLL TO EXPLORE ↓

THE OBSERVATION

A siren. A boom. “Cleared for publication.”

And 10 minutes later,
we're ordering“a strong almond milk
cappuccino in a glass cup.”

THE THOUGHT

When emergency becomes routine, the dance between life and death gets a soundtrack.

THE IDEA

A record label for Israeli emergency culture.

Seven threats. Seven singles.
One very abnormal normality.

THE RECORDS01—07

שלום, מי פה דר? record sleeve — **01 / שלום, מי פה דר?**חדירת מחבלים

מתקתקת record sleeve — **02 / מתקתקת**חפץ חשוד

01010 record sleeve — **03 / 01010**פריצת סייבר

מקווה שיש׳ך תהילים record sleeve — **04 / מקווה שיש׳ך תהילים**רקטות וטילים

בייבי יו קן דרייב מיי גרר record sleeve — **05 / בייבי יו קן דרייב מיי גרר**פיגוע דריסה

חלף עם הרוח record sleeve — **06 / חלף עם הרוח**כטב״ם

אלי קופטר record sleeve — **07 / אלי קופטר**רצועת בונוס

BEHIND THE RECORDS

I didn't just design the records.

I named them.

I wrote them.

I composed them.

I art-directed them.

I used AI tools as part of the production. The concept, lyrics, composition and visual direction are mine.

FROM THREAT TO HIT

01 / EVENT

A familiar source of danger.

02 / OBSERVATION

The peculiar ways people talk and behave around it.

03 / WORDPLAY

A collision between a recognizable phrase and the event.

04 / HIT

Title, lyrics, music and sleeve become one world.

WAR ISN'T FUNNY.

The way we learn to live with it sometimes is.

NEXT PROJECT → YOURSELF

03 / USER RESEARCH · PRODUCT

ENVIROLAMP

The neighbor's grass is greener. Thanks to you.

THE OBSERVATION

People know the climate crisis matters. Knowing doesn't always change what they do at home.

THE RESEARCH

In our interviews, limited time and money kept appearing as barriers. Saving money offered a more immediate reason to pay attention to household consumption.

THE IDEA

Research → a more immediate motivation → a daily tool for saving.

Our desk research and interviews explored the gap between environmental awareness and action. Time, money and convenience surfaced as recurring constraints. The app translates household consumption into information people can act on.

THE APPTAP AROUND — THE PROTOTYPE, REBUILT

Don't be blue,
it's all green.

Saturday 9:41

Envirolamp

Devices

Green living starts with smart choices!

OfficeLamp

OfficeTV

+−KitchenFridge 4°C

BathroomWashing machine 14 min

Living roomLamp

OfficeLamp

Living roomScooter

OfficeAir condition

KitchenKettle

KitchenOven

Living roomTV

THE GOALWHAT SUCCESS WOULD LOOK LIKE

Closer to your pocket,
closer to your heart.

Money gets people to look; community keeps them going — seeing how friends are doing nudges everyone toward the green zone.

TARGET<5 sec

to spot the most wasteful device at home.

SIGNAL
Friends start reminding each other to switch off the AC before coming over.

SIGNAL
Saving turns into a game: whoever wasted the most this week leaves the tip.

An academic concept, not launched. These are the success measures we designed for, ready to test.

THE TAKEAWAY

Make the greener choice easier to notice — and easier to keep doing.

Collaborative eight-week UX case study. My work included research synthesis, flows, wireframes and interface design.

NEXT PROJECT → TIME TO HANG OUT

04 / CONCEPT · VISUAL IDENTITYיוצאים מהארון – בונים חיים

TIME TO
HANG OUT

THE OBSERVATION

Coming out is an emergency emotional moment. And most people go through it alone.

THE IDEA

EMERGENCY
EXIT

An exit-sign language and a shared coming-out party. Come alone or bring your people — everyone celebrates their own identity, together.

THE LANGUAGE32 SHAPES · ONE HANGER

Time to hang out

THE POSTERSTHREE POSTERS · ONE BODY

One hanger.
Endless ways to be who you are.

Time

to hang

out

LEFT · MIDDLE · RIGHT — EVERY HANGER BORROWS A PART FROM ANOTHER

THE SCHEDULEלוח זמנים

MONDAY
יום שני

26.6.23
כיכר דיזינגוף – תל אביב

19:30פתיחת דלתותDoors open
19:31לחיצת ידיים לכל ההורים המופתעיםHandshakes for all the surprised parents
19:45חלוקת ספר תורה עם ברכה מוטבעת של הרב-קוקTorah scrolls handed out, embossed with a blessing from Rav Kook
20:45Meat & Greet – בואו להכיר במציאות את הבשר החדש בשוקMeat & Greet — come meet the fresh meat on the market, in real life
21:30תקלוט של "DJ. BREED ME PLEASE" במחווה ל"נסיכת הפופ" בריטני ספירסA DJ set by "DJ. Breed Me Please", a tribute to the Princess of Pop, Britney Spears
00:00גומרים ביחדWe all come together

THE APPHANGOUT

Design the hanger
that hangs like you.

Build your shape, set its weight and color, then hang it in the closet. At the end of the party, the hanger you designed is yours to take home.

hangout1 / 3

I'm a

I'm in a

NEXT PROJECT → HITל

DREAMING
FOR THE
WIDE AWAKE.

YOURSELF

ENVIROLAMP

HANG OUT

I'm eager for life, for people,for ideas that make a differenceand make someone smile.

Since we're all in the closet,

let's build one that suits us all.

Same dating app.
In the center, people show their faces.
In the south, they’re grey silhouettes.

The closet isn’t the problem.
Being alone in it is.

Find a conversation
or an idea that
inspires you.

You don't have to be out to belong.

ISRAEL HAS
A SOUNDTRACK.

And 10 minutes later,
we're ordering“a strong almond milk
cappuccino in a glass cup.”

When emergency becomes routine, the dance between life and death gets a soundtrack.

I didn't just design the records.

WAR ISN'T FUNNY.

ENVIROLAMP

People know the climate crisis matters. Knowing doesn't always change what they do at home.

Research → a more immediate motivation → a daily tool for saving.

Don't be blue,
it's all green.

Devices

Analysis

Friends

Add a device

Closer to your pocket,
closer to your heart.

Make the greener choice easier to notice — and easier to keep doing.

TIME TO
HANG OUT

EMERGENCY
EXIT

Time to hang out

One hanger.
Endless ways to be who you are.

MONDAY
יום שני

Design the hanger
that hangs like you.

I'm a

I'm in a

Weight

Color

In the closet

DREAMINGFOR THEWIDE AWAKE.

YOURSELF

ENVIROLAMP

HANG OUT

I'm eager for life, for people,for ideas that make a differenceand make someone smile.

Since we're all in the closet,

let's build one that suits us all.

Same dating app.In the center, people show their faces.In the south, they’re grey silhouettes.

The closet isn’t the problem.Being alone in it is.

Find a conversationor an idea thatinspires you.

Trending chats right now

DRAG QUEENS COMING OUT STORIES

FAMILY ON THE ROAD

TED TALK DISCRIMINATION

CHILD OF LGBTQ PARENTS

Share a dilemma.Keep the answersthat helped.

You don't have to be out to belong.

ISRAEL HASA SOUNDTRACK.

And 10 minutes later,we're ordering“a strong almond milkcappuccino in a glass cup.”

When emergency becomes routine, the dance between life and death gets a soundtrack.

I didn't just design the records.

WAR ISN'T FUNNY.

ENVIROLAMP

People know the climate crisis matters. Knowing doesn't always change what they do at home.

Research → a more immediate motivation → a daily tool for saving.

Don't be blue,it's all green.

Devices

Analysis

Friends

Closer to your pocket,closer to your heart.

Make the greener choice easier to notice — and easier to keep doing.

TIME TOHANG OUT

EMERGENCYEXIT

Time to hang out

One hanger.Endless ways to be who you are.

MONDAYיום שני

Design the hangerthat hangs like you.

I'm a

I'm in a

Weight

Color

In the closet

DREAMING
FOR THE
WIDE AWAKE.

Same dating app.
In the center, people show their faces.
In the south, they’re grey silhouettes.

The closet isn’t the problem.
Being alone in it is.

Find a conversation
or an idea that
inspires you.

Share a dilemma.
Keep the answers
that helped.

ISRAEL HAS
A SOUNDTRACK.

And 10 minutes later,
we're ordering“a strong almond milk
cappuccino in a glass cup.”

Don't be blue,
it's all green.

Closer to your pocket,
closer to your heart.

TIME TO
HANG OUT

EMERGENCY
EXIT

One hanger.
Endless ways to be who you are.

MONDAY
יום שני

Design the hanger
that hangs like you.