Born in Brussels, BELGIUM, I moved to ISRAEL at age three. Twenty-four years later, after serving a stint as a lieutenant in an Israeli paratrooper unit, I headed west to New York City to complete academic studies, later becoming an American Citizen.
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I graduated from the School of Visual Arts in New York City, majored in Advertising and Graphic Design, and studied Psychology at the New School for Social Research, NYC. My arrival in the U.S. coincided with the early '70s self-awareness movement. Being alone in an unknown culture and trying to adapt, I turned what might have been a time of isolation into a time of rumination — about my life and my work as a designer.
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Outside work, I am an avid mountain biker, sail a catamaran, and fly single-engine planes as a private pilot.  
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My advertising and graphic design career were outlined in New York City during the late 70s early 80s. I was appointed to create the New York City Apple Corps' new brand identity logo, which collaborated with Ogilvy & Mather's citywide tri-state branding campaign. It turned out to be my significant break. It led to designing New York City Health and Hospitals Corporation's brand identities, the NYS Governor's Office on Motion Pictures and Television, and other influential New York State and City institutions. During my time in New York City, I tapped into major global initiatives for the United Nations, UNICEF, and Time Inc, to mention a few.
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In the days following 9/11, I was appointed by the NYC mayor's office and TIME WARNER to brand "Leadership in Turbulent Times," a highest-level meeting NYC has ever hosted, in the hope of imparting wisdom and strategy to American executives shaken by an uncertain economy and a new age of terrorism.  ​
 

"The branding strategy became an excellent channel for advancing NYC vision of regaining leadership in a down economy and under a reign of terror." SOUTHAMPTON PRESS, NEW YORK
 

I like to guide brands and influence how businesses are being perceived by putting to use unparalleled knowledge in strategic branding and identity design. I am an advocate of Intuition, a bit skeptical about relying on research without questioning one's gut instinct. I seek Simplicity in everything I do.  

I am doubtful of ad agencies who brag about getting awards which don't sell much of anything.

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Shouldn't We Talk?

Just think how we can collectively heighten your overhaul industry presence and realign your brand's purpose to help it reach prominence, impact clients, and sway undecided consumers.

Not sure you're ready to connect?

Read what customers say or take a look at the work I produce – then decide.

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