Brand Strategy & Identity
Ishi
Ishi came to me at the idea stage: two researchers who'd spent years studying medical cannabis and built an AI engine that matches the right strain to each patient, developed with and approved by Israel's Ministry of Health, for licensed patients only. Over the course of a year I took them from raw concept to a complete brand, including a collaboration with the internationally recognized artist PILPELED. By the time we parted ways the brand was at the fundraising stage, on its way to major global partners, with a product that genuinely impressed.
Ishi started as two researchers and a mechanism. They'd spent years studying medical cannabis and developed an AI engine that sorts and matches strains to the individual patient, connected to live marketing sources and inventory across the country. Critically, the entire system was built with, and approved by, Israel's Ministry of Health: available only to licensed patients under medical cannabis treatment, never to recreational consumers. What they didn't have yet was a brand. That's where I came in.
Over roughly a year, we built it from the ground up: brand strategy, market positioning, and a graphic language taken all the way to execution. A defining collaboration here was the work with PILPELED, an Israeli artist with serious international standing, whose collaborators include Puma, Nespresso, and New Era. He created visual elements that became raw material for Ishi's identity. I took the project from the skeleton and edges of an idea to a finished, fundraising-ready brand.
By the time we wrapped, Ishi was walking into presentation rooms in front of major international partners with a product that was polished, complete, and genuinely impressive. From concept to capital, that was the arc.
