My work at iStore gave me the opportunity to be part of the first store in Israel dedicated entirely to Apple products. The company brought the iPod and many exciting new Apple products to Israel, while creating a first-of-its-kind online concept store. 

During 2020-2023, I played a key role in creating (and maintaining) a consistent and memorable brand identity for iStore IL. I developed a unique visual language that included custom illustrations and graphics. Collaborating closely with the Marketing and Content Team, I made all marketing assets, digital and print, aligned with our overall brand strategy.

Some people think creating designs for Apple products is easy. I mean, don’t these products practically sell themselves? …

My experience proved otherwise. Designing for Apple demanded more than just creativity – it required an in-depth understanding of the brand’s vision and design principles, along with the patience to truly absorb and implement them. 

It taught me how to be accurate. It showed me how consistency amplifies the power of design to communicate a message. But most importantly, it gave me the sheer pleasure of designing for a brand that truly brings sophistication and elegance to people’s lives.