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Arato brand and product screens — goal trees, brief, personas, evaluators, and report dashboard in the brand's green and orange palette

Arato Brand

Brand & Product Designer2025 – PresentStarted as part of a team with a senior designer who led the initial brand build; since then, owned independently, including managing freelancers
Overview

Arato's brand and product experience — spanning identity, website, marketing campaigns, and conference presence. What began as work alongside a senior designer who led the initial brand build became, over the past year, something I own independently: design decisions, freelancer management, and ongoing iteration across every touchpoint.

Scope of Responsibility

My role covered brand identity, website design, marketing campaigns, and conference presence. I started as part of a team with a senior designer who led the initial brand build. Over the past year, we transitioned to a new product and the senior designer left — since then I've owned the brand independently, including managing freelancers.

Arato brand identity based on colorful risograph abstract shapes

Arato brand identity based on colorful risograph abstract shapes

Transitioning to a New Product

With the transition, I assessed which elements of the existing brand were still relevant and which needed to change. At the founders' request, I led a rethinking process for the brand direction — including presenting several directions to jointly choose one. As part of this, I narrowed the color palette, refreshed the typography, and retired older visual elements (like a riso-print effect) in favor of a more contemporary look — while preserving the 70s-inspired roundedness DNA from the previous product, with a modern twist.

Arato brand and product screens — goal trees, brief, personas, evaluators, and report dashboard in the brand's green and orange palette

Key Insight: A Two-Way Flow Between Product and Brand

The product didn't just apply the brand — it helped shape it. The standout example: a traffic-light system (red/yellow/green) and a gauge chart I designed for report views within the product, later adopted as core elements of the brand's color palette and graphic language. In the same spirit, the persona concept — identified in early demos as the moment users grasped the product's value — stayed central to the app (including a shuffle-persona feature) and became part of the brand story.

The Analysis view's gauge and score bars carried over into the brand's marketing site and color language

Iteration & Management

Over more than a year, I led ongoing updates across the brand, website, advertising (including LinkedIn), conference materials, and company swag. I also managed freelancers — including website design (where I provided the original Hero concept), video editing, and ad creative — setting standards and giving ongoing feedback.

Conference booth design — from social ad concept to a built booth at the event

Product X Conference, Tel Aviv — Dec 2025

Conference booth design — from social ad concept to a built booth at the event

AI Conference, Oslo — 2026

Brand video by freelance studio Perks&Such — created with guidance on the current brand and product

Arato LinkedIn campaign built around the World Cup

LinkedIn campaign timed to the World Cup

What This Shows

Long-term brand ownership, independent design decision-making, and identifying iteration needs based on product signals. The improved brand supported the team's customer acquisition, fundraising, and market presence.