Rubberband Studio

06/08/2026

Things no one tells you about package design...

1 - It involves LOTS of arts and crafts.
You can't acccurately envision a product label unless you see it IRL at actual size, and cut to size.

2 - Color is a headache
Standard home-offuce color printer mangle colors so badly that I see no point in printing in color. I wait for the professional version.

3 - You have to use your imagination. A lot.
Planning for gold foil? Use a random solid color to show the printers where it goes. Don't send a metallic gradient mockup to print or you'll break things.

4 - You never thought you'd need your middle school geometry. Oh, but yes, yes you do.
Each panel of a box LOOKS the same in the end result, but in the dieline layout they're actually different from each other by millimeters to accommodate fold and overlap. So how do you center things? Adjust margins per side?

5 - Closing for print is an exercise in precision
You can't just send your file as is. You have to make all the fonts into shapes so you don't have to worry about missing font files on the printer's end. You gotta duplicate layouts for various types of printing and leave only specific elements on each page. Woe betide me if I accidentally move something a millimeter. (which I did in a recent project and had to reformat the whole thing for print again).

❤️

22/07/2026

United = bigger fish, but shared risk.
Logo family = flexible, but the priciest to build.
Separate = safest, but you read as smaller.

Pick based on how you want to be seen — not how your org chart is drawn.

07/07/2026

Was having a convo with Zemira Wolfe-Solomont, a customer-first interior designer here who really gets what her clients need.

And the topic of using a client's favorite color came up. Because in her world, a client's favorite color is of absolute importance - because the interior designer's goal is to create a space for her client to feel most truly comfortable.

But in branding? The opposite is true!

No, I don't mean use puce because it's the opposite of your favorite color.

I mean that your favorite color probably doesn't have a place in your brand.

Color is used to convey a message. A brand personality. TO YOUR AUDIENCE. A color is used to make THEM feel something.

But. Colors, like logos, don't exist in a vacuum, so a color by itself may give a very different vibe than that color with its color-palette friends.

Take my brand color, navy, for a sec. Staid, institutional, professional. Kinda blah. But with a weird lime? Voila, we're breaking some boundaries a bit. And I'm good with that. In fact, that's the vibe I want to convey.

Does that mean that these are my favorite colors? Nope. I mean they're close, but I'm using this color combo to create creative dissonance, not make myself cozy.

What's your favorite color? what's your brand color? Tell me about it!

02/07/2026

Did your organization's visual identity goes from "brilliant brand" to "who let the interns loose in Canva?"

Managing a massive institutional brand is a wild balancing act. You have a beautiful identity crafted by a top designer, HQ trying to keep the look authoritative, and 50 different local chapters and event teams just trying to get a flyer out.

If you hand those busy teams a rigid style guide, it’s not going to protect the brand. It’s gonna snap. (ow.)

Instead, large organizations need an expandable brand. No snapping. No drying up. Just a brand that bends without breaking.

How is your team handling the stretch lately? Talk to me!

24/06/2026

Many brand identities are designed like glass: beautiful, precise, and incredibly fragile.

They look perfect in a guidelines PDF, but the moment an institution tries to stretch that identity across a new campaign, initiative, or report? The glass shatters. And you end up with a fragmented mess.

Lately, my studio’s focus has shifted from creating brands from scratch to solving This. Exact. Headache.

We’re moving deeply into brand expansion, aka helping large institutions take the visual identity they already have and giving it the elasticity it needs to survive the real world.

If you’re a communications leader managing a brand that’s outgrowing its sandbox, let’s connect in the comments!

17/06/2026

The official ROI on branding exists!

It simply means USING your brand everywhere. Not JUST getting a deck and then designing by instinct.

It means using the fonts, colors, layouts, and consistent personality across the board.

Let's do this! Not only will it increase revenue, it means you need to think LESS when you design something new, not more. It means you already have a foundation with which to expand your brand.

I LOVE expanding brands. Brands should act like a rubber band: they should be flexible, expand to include many things, and still stay consistent.

❤️

03/06/2026

I started out in a yuge ad agency in midtown NYC, too intimidated by the graphic designers to actually train as a designer. I stayed in the client-liaison department.

One day, the company had an in-house art show of work by all the designers. I submitted a painting, even though I wasn't one of the oh-so-cool designers.

The creative director of this yuge advertising agency called me personally to tell me that my piece was the best one in the show.

1 yr later, I jumped ship and came to Israel to study figurative painting. The school director later told me that that piece from the show was the one that got me into the program.

Enter real life. I needed to earn a living, one that didn't involve overanalyzing my internal monologue. So, 8 years later, I studied, discovered Iloved, graphic design.

It turns out? There are things I learned in painting that carried over.

Besides, I think it's time for me to bring my internal monologue back into the light, alongside the design work I've been loving this whole time. Enter

28/05/2026

David box

29/04/2026

It seems I'm using AI a lot more than I imagined, and somehow learning new methods over time.

I mean, AI has its weird (Video results are weirder than static image results, and good LORD does AI hallucinate facts while stating them with absolute certainty...)

But am I worried it's gonna take my job? NOPE.

Digital design platforms didn't. The .com boom didn't. And Canva didn't.

They all turned out to be tools that designers had to learn, embrace and use on a daily basis.

AI may be changing HOW we design, but it's not changing the fact that we DO get to design.

And it means I never have to tell a client "no you can't just 'turn the person around' in photoshop" ever again.

09/04/2026