The secret to reaching an impactful story is immersion. Whenever I work with a new client, I dig as deep as I can, until I feel I’m a part of the company. Only then can I find the insights that truly help us build a winning brand together.
While many were familiar with Sosa as a working space, that perception was completely misguided.
The goal of the branding project was to reflect Sosa growth and focus as a leader in open innovation programs for corporate, municipalities, and governments, highlighting its advantage in this domain. After getting to know Sosa’s leadership team and attending a few meetings as a fly on the wall, I understood that the key is their unique way of forming a team around the innovation leader, based on strong relationships. The brand was built around this insight and later designed to echo it.
This might be my favorite project to date.
Following a full day of getting familiar with the way digital currency protection works, I made it my mission to find a way to condense their technological explanation from 4 hours to 2 seconds. Researching the competing solutions led me to the sentence I was looking for: You can’t hack what you can’t reach. The logo immediately reflected this strategy, with the rest of the brand built in the same disruptive spirit.
Fifteen years ago I served in 8200 alongside some of the brightest minds in Israel, most much brighter than me. Since then I have earned my stripes in the advertising industry, mainly at McCann and independently. Today I’m combining both of my backgrounds to help remarkable entrepreneurs build a compelling story around their product.