Accomplishments
1
Comprehensive Brand System
From vision to visual and everything in between.
4
Languages
Initial languages included English, Hebrew, Spanish, and Russian
98%
Increase
in brand awareness, recognition, and quality perception.
Operating across the Middle East, Europe, and the United States, Uniper needed a cohesive brand identity that could resonate globally. I was brought on specifically to establish credibility and expand into the competitive US market—a critical growth objective that required strategic foundation, not just localized materials.
When I arrived, Uniper had no formal branding—just fragmented logos, fonts, and messaging created ad hoc for each project. Partnering with Aleph, the company's lead investor, I built and led an internal team to develop a complete brand identity from the ground up. We began by codifying Uniper's core ideology—vision, mission, values, and brand story—before translating that foundation into a full visual and verbal system encompassing typography, color, photography, voice, and application standards.
The work extended across every touchpoint. We created a design system for the software, produced new product photography, designed packaging, and built template libraries for sales, marketing, and content teams. The result was a comprehensive brand book and ecosystem that transformed Uniper from scattered fragments into a strategically unified whole—balancing professional credibility for investors with approachability for members, flexible enough to adapt across cultural contexts, and empowering teams to maintain consistency without constant oversight—transforming brand consistency from aspiration to operational reality.
Uniper Care Brand Identity
2020-2022
|
Uniper Care, inc.
Explore the Uniper Brand Book
A thorough multi-national brand standard.
Before & After
The implementation of a comprehensive brand identity system transformed how the company communicated across every touchpoint. By establishing clear visual standards, typography guidelines, and a cohesive voice, we elevated the quality and consistency of all materials—from pitch decks and proposals to social media and product packaging. What had been a fragmented collection of assets became a unified, professional presence that reflected the company's values and vision. Every piece now worked in concert to tell a stronger, more credible story.
The impact was immediate and measurable. Client presentations became more polished and persuasive, investor materials conveyed greater sophistication and attention to detail, and the overall brand experience inspired confidence at every interaction. As consistency took hold, the company began to establish real recognition and trust in the market—prospects could identify us instantly, and stakeholders perceived us as more established and reliable. This cohesive identity didn't just improve aesthetics; it fundamentally strengthened the company's reputation and competitive positioning.
Beyond the Basics.
Beyond the foundational brand work, Uniper required an entirely new library of product photography that could support the elevated identity. Rather than outsource this critical component, I established a professional studio environment and personally shot and retouched the complete image suite—ensuring every detail aligned with the new visual standards and the photography itself became an extension of the brand's refined aesthetic.
With fresh product imagery in hand, the packaging needed to follow suit. I conducted extensive competitive research, walking retail environments from CVS to Walmart to understand how our target demographic encountered similar products on shelves. Those insights, combined with the new brand guidelines, informed packaging designed not just to contain the product but to command attention and differentiate us in a crowded marketplace. The result was a system that turned every package into a brand ambassador.
A Truly Global Brand
Designing for a global audience introduced unique complexities from the outset. With the company headquartered in Israel, the brand needed to function seamlessly in right-to-left languages like Hebrew and Arabic while supporting left-to-right markets including English, Spanish, and Russian. Every visual element—from logo lockups to typography to interface layouts—required careful consideration to maintain consistency regardless of reading direction.
I built flexibility into the brand's foundation. Typographic systems were tested extensively across scripts to ensure hierarchy held in both RTL and LTR contexts. Layouts mirrored naturally rather than feeling forced, and iconography was evaluated for cultural resonance and directional neutrality. Color, imagery, and graphic elements became the universal threads tying disparate language experiences together.
The result was a truly adaptive system that felt native in every market rather than retrofitted. Hebrew packaging sat alongside Spanish materials with equal authority, while digital experiences flowed intuitively in Arabic or Russian. This international foundation positioned the company as a sophisticated global player from day one, capable of earning trust across diverse audiences and cultural contexts.
Key Accomplishments
1
Comprehensive Brand System
From vision to visual and everything in between.
From vision to visual and everything in between.
4
Languages
Initial languages included English, Hebrew, Spanish, and Russian
Initial languages included English, Hebrew, Spanish, and Russian
98%
Increase
in brand awareness, recognition, and quality perception.
in brand awareness, recognition, and quality perception.
