I’m the founder of Natie Branding Agency, an international branding and storytelling agency based in Tel Aviv. For nearly three decades, I’ve worked across branding, creative direction, identity and narrative with global brands, startups, nonprofits and cultural organizations.
Over the years, my clients have included Google, Apple, Facebook, YouTube, DHL, Volkswagen, Citibank, Birthright Israel, The Jewish Agency for Israel, IsraAID and others across technology, culture, hospitality, healthcare and social impact.
I’ve lived in Hong Kong, London, New York, Boston and Tel Aviv, and built my career at agencies including BBDO and Ogilvy in New York, Arnold Worldwide in Boston and TBWA Digital in Tel Aviv. I’ve also served as a judge at The One Show, one of advertising’s leading global competitions.
I’m also the creator of ‘I’m That Jew’, a viral Jewish storytelling and advocacy project focused on identity, belonging and pride. My work increasingly sits at the intersection of branding, Jewish identity, culture and advocacy. Since October 7, my films, writing and storytelling content about Jewish identity, Israel and antisemitism have been viewed nearly 400 million times across social media.
My work and perspective on branding, culture, Jewish identity and storytelling have been featured in publications including The New York Times, Fortune, Inc., The Jewish Chronicle and Variety.
