Translating complex academic research into emotional stories that moved global donors to action.
Role:
Creative Marketing Director / Consultant
Objective:
Elevate AFBIU’s visibility in the U.S. and strengthen donor engagement through compelling storytelling and integrated campaigns.
Problem:
Communicating highly intellectual and scientific achievements in ways that could inspire emotional connection and philanthropic giving—especially outside Israel—was a formidable challenge.
Scenario:
American Friends of Bar-Ilan University (AFBIU), representing a major Israeli university, needed to expand its footprint in the United States. While the institution carried prestige in academia, its achievements were often communicated in ways that felt abstract or inaccessible to donors. One example was Dr. Uri Nir’s groundbreaking research on the link between sperm and cancer cells, where his team discovered that the protein FerT drives energy production in both sperm and cancer cells and developed a synthetic compound to selectively target cancer cells. The task was to market such complex scientific achievements in ways that inspired emotional resonance and philanthropy in a crowded nonprofit landscape.
Solution:
I developed a visual and narrative strategy that translated research breakthroughs into relatable, human-centered stories. This included creating donor campaigns that combined academic credibility with accessible messaging, designing cohesive visuals for events and publications, and crafting media strategies to reach philanthropic audiences through targeted placements.
Journey:
As a solo consultant embedded with AFBIU’s leadership, I operated both as strategist and creative engine. I transformed projects such as Dr. Uri Nir’s scientific innovations into U.S.-friendly stories by distilling them into clear, compelling visuals and media pieces. I designed donor touchpoints from gala invitations and annual reports to event branding and impact brochures, ensuring every communication carried a unified voice. I coordinated media buying across print, television, and digital channels, optimizing reach within budget constraints. Working lean, I became the translator of complexity—turning intellectual achievements into emotional, motivating stories that donors could rally behind.
Success:
AFBIU campaigns achieved stronger alumni and donor engagement, and Bar-Ilan’s researchers gained visibility in major U.S. media outlets. Campaign conversion rates improved through integrated messaging, and the refreshed brand aesthetic resonated with American philanthropic networks. The result: a lean, narrative-driven approach that elevated both the institution’s visibility and its donor relationships.
Time Frame:
2017–2021 | New York, NY
Numbers:
Increased engagement from American alumni and donor networks
Expanded U.S. media visibility for Bar-Ilan researchers
Improved campaign conversion rates through integrated, multi-channel messaging
A legacy textile giant with untapped digital potential — and I had to spin up a thriving eCommerce division from scratch.
Role:
Creative Marketing Director
Objective:
Build Brookwood’s first in-house digital marketing function and launch a B2B eCommerce platform to expand revenue beyond traditional channels.
Problem:
Brookwood’s existing marketing department was rooted in traditional practices and lacked modern digital capabilities. The company also had no online sales infrastructure and a fragmented brand identity — yet needed rapid modernization in a highly competitive, segmented market.
Scenario:
Brookwood Companies, a 35-year-old textile manufacturer, was steeped in tradition and reliant on military contracts and word-of-mouth consumer sales. The brand presence was inconsistent across product divisions. Competitors were modernizing quickly, leaving Brookwood at risk of losing relevance in both defense and consumer sectors.
Solution:
I created an integrated Creative Department from the ground up, staffed with a multidisciplinary team. The centerpiece: an in-stock eCommerce platform tailored to the needs of B2B textile buyers. Alongside, I spearheaded a unified brand system that could speak to two very different audiences — defense procurement officers and outdoor gear companies — without diluting identity.
Journey:
Due to the sensitive nature of Brookwood’s work as a military contractor and the proprietary technology involved, I am unable to share certain operational details. This discretion not only reflects my responsibility with confidential information but also the trust placed in me to handle it. Within these boundaries, my contributions included engineering a modern database for eCommerce, coding custom apps and plugins to manage and transfer product data, and structuring product displays to optimize SEO, Google Merchant integration, and ease of updates. The eCommerce rollout was deliberately paced — the new website launched in early 2022, followed by eCommerce in early 2023 — with multiple updates and iterations to align with evolving operational needs.
Success:
By the end of 2023 — its launch year — Brookwood’s eCommerce platform was able to process over $25M in Roll Goods business. In 2024, that number climbed to $63M, and early 2025 sales data suggests the platform will comfortably surpass that figure despite a broader market slowdown and ongoing tariff instability.
At Brookwood, our initial discussions about PFAS in fabrics focused solely on the per- and poly-fluoroalkyl substances themselves and their impending ban in California starting in 2025. However, I believed the conversation needed to shift to include the fabric itself, not just the chemical. This perspective created a more meaningful context, prompting us to consider the fabric as a whole and the role PFAS plays in its properties and in the end products made with it.
We developed Brookwood-ZERO, a groundbreaking product that is:
A water-repellent finish,
Designed specifically for fabrics,
Free of PFAS.
By recontextualizing PFAS as one of three critical factors—alongside the fabric’s functionality and water repellency—we reframed the conversation with customers. This approach didn’t diminish the importance of PFAS elimination but positioned it within a broader narrative about fabric performance and customer needs.
This strategy proved highly effective for Brookwood. We assured customers that our fabrics retained their desirable qualities, provided water resistance, and were completely PFAS-free. As a result, we became a leading seller of PFAS-free fabrics, achieving this position eight months ahead of California’s ban on these chemicals.
When Brookwood Roll Goods expanded its warehouse in Gardena, CA, the challenge wasn’t just space—it was visibility. The company had recently adopted a bold new brand identity, but its hallmark logo had never been visualized in three dimensions. That’s where I stepped in.
I led the design and execution of large-scale signage that transformed an abstract brand mark into a powerful physical presence. From ideation to installation, I took this project from sketch to skyline—securing permits, overseeing fabrication, and elevating the identity into a tangible landmark.
The final installation spans six key corners across the warehouse compound:
Six monumental signs
4’x4’x4′ cast aluminum corner cubes
Vibrant, colored plexiglass lettering
Engineered to showcase strength, depth, and modernity
What began as a flat graphic now lives as a sculptural emblem—bold, industrial, and unmistakably Brookwood.
Design isn’t just about aesthetics. It’s about storytelling, solving real-world challenges, and anchoring brands in physical space. I’m proud to have shaped this milestone—proof that a strong vision, executed well, can quite literally reshape the landscape. I know this mark is going to be there for years to come.
