Hi, I’m Irena 👋

Mego Afek is a global medical device manufacturer specializing in pneumatic compression therapy. I developed brand, UX/UI and digital experiences across websites, products, packaging and exhibitions, creating one clear, scalable visual system.

Ballancer is a premium compression therapy brand for medical, wellness and aesthetic care. I developed its brand and digital experience across UX/UI, website design, mobile app, medical devices, packaging, garments and visual communication.

WINT is an enterprise IoT and smart water management platform. I redesigned its B2B SaaS dashboard, improving UX/UI, navigation, data visualization and design systems to make complex operational data clearer, faster and easier to manage.

IBIAG is an AgriTech and biotech startup developing biological pest control powered by nanobody technology. I created investor pitch deck, visual storytelling and data-driven presentation design to make complex science clear, engaging and memorable.

NeuroDex is a biotech and neurodiagnostics company. I created investor decks, scientific presentations, downloadable PDFs, posters, reports and visual materials, turning complex medical and clinical data into clear, consistent communication.

Purrsist is an eco-friendly pet care brand. I created the brand from scratch — logo, visual identity, packaging system and website design — building a bold, consistent and recognizable experience across products, retail and digital touchpoints.

Good Night, Little Ones! is an iconic children’s TV brand. As Art Director, I created its first 500+ page brand book, 2D character system, licensing visuals and first website UX/UI, building a scalable identity used across products and 20M+ users.

For Raiffeisen Bank I developed a long-term visual concept as Art Director, covering branding, advertising campaigns, annual reports and corporate materials. The idea highlighted one key object in each image under the slogan “Difference in Attitude.”

For the Rishon LeZion Municipality Tourism Department, I work as Art Director, Designer and Photographer, creating tourism catalogs and print materials. Most publications feature my own photography, combining editorial design with the city identity.

Yoffi Shel Israel was a large cultural art project for which I developed the creative concept, art direction and catalog design. Artists shared works through personal letters and postcards, later presented in an international exhibition series.

PontikDent is a B2B e-commerce platform for dental clinics, laboratories and training institutions. I designed the UX/UI, product catalog, product pages and shopping flow, creating a clear and professional experience for dental equipment buyers.

This book is a 500-page bilingual biography of Yuri Radzievsky. I created the editorial concept, book design and layout, working with family archives and thousands of photographs to build a coherent visual story in Russian and English.

For the Bloomfield Science Museum Jerusalem, I designed educational posters and infographics for children’s science programs, turning experiments and complex ideas into clear, colorful visual stories that make learning engaging and accessible.

Isra-home is an Israeli real estate company. I created the brand identity and complete website UX/UI, including property catalog, listing pages, navigation and contact flows, delivering a clean, intuitive experience for property buyers and renters.

As an Art Director, I have created and led photo productions throughout my career for fashion, lifestyle, medical and consumer brands. This project was a premium charity calendar, developed from concept through final print production.

KEDEM is an educational history project. I created the logo, visual identity, YouTube channel design and video title screens, building a distinctive brand language inspired by archaeology, ancient textures and cultural heritage for digital content.