Role
Lead Designer
Done With
Goldfish Marketing
Challenge
Goldfish Marketing, a digital agency based in Jerusalem, needed a brand identity and website redesign that captured their fun, energetic culture while maintaining a professional presence. Their existing website had solid structure and navigation but lacked a polished, conversion-focused design.
Approach
Branding Identity & Logo Design
Explored multiple logo directions, starting with literal fish imagery before pivoting to a more abstract and sophisticated approach.
Focused on subtle visual elements—such as bubbles, implied movement, and texture—to avoid cartoonish aesthetics while still reflecting the company’s personality.
Balanced playfulness with professionalism, ensuring the logo resonated with both the team’s culture and their high-profile clients.
Web Redesign & UX Strategy
Enhanced visual hierarchy and consistency, creating a polished and scalable design system.
Prioritized conversion optimization, making services clear, showcasing past work, and streamlining contact pathways.
Maintained a limited yet flexible color palette, ensuring brand consistency while allowing for easy future updates.
Designed reusable UI components, empowering the Goldfish team to manage and expand their site effortlessly.
Impact
Elevated brand perception, balancing a fun identity with a credible, mature design.
Increased clarity and engagement, making services and past work more accessible.
Optimized for conversions, ensuring seamless user journeys from discovery to contact.
Provided a scalable design system, making future content updates efficient and consistent.