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✦ Senior Digital Designer
Efrat
Kaptsan
Visual and Digital Design across Brand, Web, and AI
I move fluidly across brand, web, UX, and design systems: one practice, one goal, making complex things feel clear. Over five years making brands feel premium, websites feel effortless, and design systems feel inevitable. Now I build Claude Skills that put that craft to work with AI.
Selected Work
Projects that
tell a story
Reco.ai
2025–2026
Teaching AI to speak in brand
Reco's brand system, built into two Claude Skills that turn unbranded decks into on-brand drafts in minutes, with fresh layouts instead of swapped-in text.
Reco.ai
2026
Designing an event campaign with generative AI
“Attack of the AI Sprawl”: a movie-themed campaign for RSA 2026, applied across the booth, a truck wrap, a building projection, and street activation, with a cast of characters, trading cards, and merch.
Reco.ai & Aqua Security
2021–2026
Brand in Action
Selected campaigns, digital experiences, and marketing design: landing pages, reports, social graphics, and blog imagery.
Aqua Security
2024
When AI became the art director
Redesigned Aqua's security blog and built an AI-generated image system for their research content, turning dense technical posts into editorial-quality pages.
Aqua Security
2024
Making cybersecurity feel human
Redesigned the customer listing and story pages for a global cybersecurity brand, turning a logo wall into real customer stories.
My Journey
I built the craft first. Then I made it exponential.
Over five years learning design the hard way. Then I started using AI and built tools that teammates outside design used too.
What I brought in
5+ years of craft
Brand systems, web design, UX, illustration: the judgment that makes AI output actually good.
What AI unlocked
More time for creative work
Faster ideation, automated workflows, scalable brand systems, and tools I built myself for teammates outside design, freeing up time for the work that needs a designer.
Before
The foundation years
After
The AI-multiplied years
2025–2026
From using AI to building with it
At Reco I went from using AI to building it into the workflow. I engineered two Claude Skills from scratch: tools teammates outside design used to produce on-brand assets without touching Figma. An estimated 40+ hours saved every month.
Teaching AI to speak in brand →
2023 · 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.
When AI became the art director →
✦ AI Inflection Point · 2023
2021–2025
Aqua's brand and web, end to end
Nearly four years as the embedded designer for a global cybersecurity brand. Owned web design end-to-end: strategy, UX, visual design, and production. Part of the team behind marketing-page redesigns that lifted site-wide session duration 40% and mobile traffic 20%.
2019–2021
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 mostly systems thinking and only partly how things look.
Senior Digital Designer
2025 – 2026
Reco
- Built two Claude Skills from Reco's brand book, messaging guide, color and design system, and before/after decks. They rebrand unbranded decks into Reco's style with new layouts, finished by a quick designer review. Teammates outside design used them. Est. 2 hours saved per deck, 40+ hours per month.
- Owned brand design end-to-end across digital and physical touchpoints as sole brand design lead at a Series-B B2B SaaS startup.
- Architected Reco's brand design system from scratch: scalable, reusable components that enforced visual consistency and brand guidelines across all channels, then encoded it into the Claude Skills above.
- Designed Reco's Brand Guidelines page (logo rules, color palette, type, illustration style, downloadable media kit) and redesigned the main site navigation.
- Designed and shipped web pages end-to-end with engineering, owning UX and web design from wireframe to launch.
- Drove brand campaigns across social, executive presentations, and events, including the movie-themed RSA 2026 campaign led by Reco marketing, where I was lead designer (booth graphics, merchandise, street marketing). Used generative AI tools throughout: Claude, Figma Make, Gemini in Google AI Studio, and Adobe Firefly.
Digital Designer
Apr 2021 – Jan 2025
Aqua Security
- Introduced AI-assisted design workflows to the team in 2023, using generative image tools, including Adobe Firefly, for campaign imagery, which cut asset turnaround time.
- Redesigned Aqua's security blog and built an AI-generated image system for the research content, turning dense technical posts into editorial-quality pages.
- Redesigned the customer listing and story pages, turning a logo wall into real customer stories.
- Owned marketing site web design end to end, from strategy and UX to visual design and production handoff, and kept refining pages after launch.
- Part of the team that redesigned key Aqua marketing pages and improved responsiveness: site-wide session duration rose 40% and mobile traffic 20%.
- Designed social media graphics, motion animations, and campaign visuals that drove brand storytelling across digital channels.
UX / UI Designer Contractor
Nov 2020 – Apr 2021
The Upside
- Ran usability tests to surface actionable feedback, iteratively resolving pain points and improving the overall experience.
- Delivered a cohesive, user-centric digital networking platform in close collaboration with developers and product managers.
- Designed high-fidelity mockups, prototypes, and interactive demos to visualize the rebranded UX/UI design concepts.
Graphic / Web Design Contractor
Nov 2020 – Apr 2021
Global Venture Catalyst
- Designed a complete brand identity (logo, website, and marketing collateral) for a global entrepreneurship platform, from zero to launched in seven days.
- Produced optimized infographics and social visuals, and created an animated explainer video series.
About
Range, not just specialty.
Brand, web, UX, and design systems are one connected craft to me. Whether a team needs a brand designer, a web designer, or a visual designer, I bring the same thing to each: making complex things feel clear and keeping the whole experience consistent, from the first impression to the final detail.
That is what working as Reco's sole brand design lead looked like day to day: setting brand direction, shipping responsive web pages and running usability tests, with each piece informing the next. I started in 3D animation, and that skill helped shape the designer I am today. Motion still informs how I approach social and campaign work.
Outside of work: glassblowing, multimedia art, and traveling wherever possible. Shaping molten glass taught me precision and commitment, and I bring that same care to the process behind every pixel.
Brand & marketing
Brand IdentityBrand GuidelinesDesign SystemsCampaign DesignPresentation DesignMotion Graphics
Web & product
Web DesignUI DesignResponsive DesignWireframingUsability Testing
AI-assisted workflows
Claude SkillsClaude DesignFigma MakeGeminiGoogle AI StudioAdobe FireflyChatGPT
Design tools
FigmaAdobe IllustratorPhotoshopInDesignAfter EffectsPremiere Pro
Web platforms (Figma design, developer build)
WordPressWebflowHubSpot
I'm looking for my next challenge.