✦ Senior Brand Designer
AI Augmented Design Design Systems

Efrat
Kaptsan

Designing where craft meets curiosity

I've spent five years making brands feel premium, websites feel effortless, and design systems feel inevitable. Then I started building AI tools and skills, and discovered that everything I'd learned is exactly what makes them actually work.

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Selected Work

Projects that
tell a story

✦ After AI
Brand Book Messaging Deck Examples Design System On-brand deck New layouts 40+ hrs saved BRAND SKILL
Reco.ai 2025–2026
Teaching AI to speak in brand
Built two Claude skills that rebrand any asset into Reco's visual style in minutes – saving hours of manual work per deck and generating fresh layouts, not just text swaps.
AI AutomationBrand DesignClaude
Aqua blog redesign on MacBook
Aqua Security 2024
When AI became the art director
Redesigned Aqua's security blog and built an AI-generated image system for their entire research content turning dense technical posts into editorial-quality pages.
Gen AIWeb Design
Before AI
Aqua Security
Aqua Security 2021–2024
Making cybersecurity feel human
Redesigned high-traffic marketing pages for a global cybersecurity brand, improving session duration by 40% and mobile traffic by 20%.
Web DesignUX/UI
The Upside
The Upside 2021
End-to-end UX redesign of an exclusive professional network
Full UX overhaul of a members-only professional network research, personas, information architecture, and high-fidelity prototype from scratch.
Product DesignUX Research
Fitness App
Motivate 2020
Designing a fitness habit, not just an app
Designed a mobile fitness app that uses behavioural science to build lasting habits not just track workouts.
Mobile AppUX/UI
GVC
GVC 2020
Brand identity and website built in one week
Logo, identity system, full website, and four audience-specific print flyers for a global entrepreneurship platform zero to launched in seven days.
Web DesignBrand Identity
Icons
Icons 2020
Custom iOS icon system, 18+ icons in dark & light
Designed a cohesive set of 18+ custom iOS icons with full dark and light variants each one pixel-perfect and consistent across the system.
Icon DesignIllustration
My Journey

I built the craft first. Then I made it exponential.

Five years learning design the hard way. Then I started using AI and built tools that changed how my entire team works.

Before
The foundation years
After
The AI-multiplied years
2025–Present
Building AI tools, not just using them
At Reco I went from using AI to building it into the workflow. I engineered two Claude-powered brand skills from scratch: tools the whole team now uses to produce on-brand assets without touching Figma. 40+ hours saved every month.
Reco AI Project →
2024 · The shift
AI enters the workflow
At Aqua, I started embedding generative AI into real design work. Built an AI image system for their entire research blog. Realized that knowing how to design was exactly what made me good at directing AI.
Aqua Blog →
✦ AI Inflection Point · 2024
2021–2024
Owning design at scale
Three years as the embedded designer for a global cybersecurity brand. Owned web design end-to-end: strategy, UX, visual design, and production. Shipped pages that moved real numbers. +40% session duration. +20% mobile traffic.
Aqua Security →
2020–2021
Learning to see and build
GVC, The Upside, Motivate. Built brands from scratch, shipped real websites, designed for real users. This is where I learned that good design is systems thinking, not just how things look.
What I brought in
5+ years of craft
Brand systems, web design, UX, illustration – built the judgment that makes AI output actually good.
What AI unlocked
10× the output
Faster ideation, automated workflows, scalable brand systems – and tools I built myself for the whole team.
About

Craft first. Then I made it exponential.

Design is how I make sense of the world. After five years working across brand, web, and product, I've learned that the best design isn't about making things look good. It's about making complex things feel obvious.

When AI arrived, I realized that years of design judgment is exactly what makes AI output worth using. I didn't just adopt the tools. I started building with them, engineering Claude-powered workflows from scratch that my whole team now uses to produce on-brand assets in minutes. Craft is what makes the difference between AI that impresses and AI that actually works.

Outside of work: glassblowing, multimedia art, and traveling wherever possible. Working with molten glass at 2000 degrees teaches you something about precision and commitment that shows up in every pixel.

LinkedIn Email me
Efrat Kaptsan
Design Tools
FigmaAdobe IllustratorPhotoshopInDesignAfter EffectsPremiere Pro
AI Tools
ClaudeChatGPTDALL·EAdobe FireflyFigma AIGoogle AI StudioPrompt Engineering
Design Skills
Brand IdentityWeb DesignUI DesignResponsive DesignPrint DesignMotion Graphics
UX & Research
User InterviewsWireframingUsability TestingPersonasInformation Architecture
Experience

Where I've worked

Senior Brand Designer
Feb 2025 – Present
Reco
  • Architected and deployed a custom LLM-powered brand assistant using Claude, enabling teams to produce on-brand copy and creative briefs autonomously
  • Own Reco's brand design end-to-end as sole brand design lead, from strategy to execution across every digital and physical touchpoint
  • Built the brand design system from scratch; design and ship website pages in close collaboration with engineering
Digital Designer
Apr 2021 – Jan 2025
Aqua Security
  • Redesigned website layouts, resulting in a 40% increase in average session duration
  • Enhanced website responsiveness, resulting in a 20% boost in mobile traffic
  • Pioneered AI-augmented design workflows; introduced generative AI tools for campaigns, cutting asset turnaround time significantly
UX / UI Designer
Nov 2020 – Apr 2021
The Upside
  • Ran usability tests to surface actionable feedback and iteratively resolve pain points
  • Delivered a cohesive, user-centric digital networking platform in collaboration with developers and product managers
  • Designed high-fidelity mockups, prototypes, and interactive demos to visualize rebranded UX/UI concepts
Graphic / Web Design Contractor
Nov 2020 – Apr 2021
Global Venture Catalyst
  • Designed brand identities end-to-end: website design, logo creation, and marketing collateral
  • Produced optimized infographics, social visuals, and an animation video series using Doodly
  • Delivered complete site in one week against a hard deadline
Contact

Let's make
something great together

Whether it's a new project, a role, or just to say hello, my inbox is open and I'd love to hear from you.

efrat.kaptsan@gmail.com