Uniquely you.
AMKIRI
The World’s First Visual Fragrance™
Amkiri was garnering buzz in industry magazines and had won awards for its innovative patented formula. But it had no way of connecting to the market.
Together we transformed Amkiri’s “insider” language from a tech startup into a radically new voice in beauty.
My work with Amkiri provided brand architecture, creating a unique persona and voice across communication platforms; and strengthening the business case through strategic positioning and market research.
AYLA
Pronounced “Eye-lah,” meaning “moonlight” in Turkish.
A new restaurant in Montreal, Canada, specializing in traditional dishes from the Levant, served up with a fresh perspective - from the careful selection of ingredients, to the design and vibe of the space.
The name had to be bilingual, meaningful and memorable; and with careful consideration to cultural associations.
The exploration took me deep into the social behaviour of the East Mediterranean: Celebrating generosity, togetherness and family, especially around the dinner table.
No matter where we’re from, we have the same desire to dine, under the moonlight, together. The moon also represents one whole circle, an allegory to the plate on the table. And in the spirit of Levantine culture, dishes are for sharing.
With that, the identity was born:
“AYLA, best when shared.”
This name and purpose gave direction to the spirit of the restaurant, down to the design of the dishes and menu. At Restaurant Ayla, you can be sure to find generosity, meant to be shared.
HUUME
Building an art therapy practice for the LGTBQIA2S+ community, Éli (they/them) wanted to create a concept that felt more ‘home’ than ‘clinic’ for their practice.
The future brand had to hold a neutral, safe space for its clients, while reflecting Éli’s own story and uniqueness.
The concept was largely influenced by two parts of Éli’s story. First, paying homage to their father, who emigrated from Mauritania to Canada and played in integral role in Éli’s development.
Second, the need for more accessible language to represent the LGTBQIA2S+ community. For instance, “they” has no equivalent in French.
With this context in mind, HUUME was born. Meaning “They” in Hassaniya Arabic, considered the purest language of the bedouin in Mauritania.
While HUUME is embedded with deep meaning, it is at the same time unidentifiable. Something that isn’t immediately recognizable leaves it open for interpretation, which is also an important part of the brand. Being abstract and unconventional signals uniqueness and openness.
Visually, playing with the two “U”s to create an “O” spells Home, another way to represent the brand identity; a safe space for all.
MATANA
MA-TA-NA: meaning “gift” in Hebrew.
A Tel Aviv-based startup giving small artisans a platform to a global audience, through a monthly subscription model.
Originally launched as Blue-Box, company founder Emily Berg was served a cease and desist notice claiming that she was infringing on a trademark. She had three months to relaunch her startup under a new name.
Together, we took the opportunity to rebrand and reposition the company from charitable giving to a business with purpose.
Our exploration involved getting to know the people behind the products, and their dedication to working with the land. We also designed for the intention of the consumer, who wanted to support Israeli artisans and loved the aspect of gifting.
With ‘value exchange’ and ‘the bounty of the land’ as core concepts, MATANA was born: A gift from the land, for you.
With the core concept identified, I then created the brand platform including website content, video script and launch communications.
OMMERA
An Amazon brand curating a variety of products with a focus on sustainability and natural ingredients.
We needed to find a name that sounded global while providing an umbrella for multiple products. The idea was driven by nature and wellness, as the brand was launching with a line of natural skin products.
The name also had to stand out among other brands on Amazon - it was important for it to sound established and have visual resonance.
OMMERA is the coming together of two concepts: “OM,” which is the sacred sound signifying consciousness; and “Mer,” which means sea in French.
OMMERA became the union of sound and water, symbolic of the nature-based products the brand represents, as well as a strong word all on its own.