✦ Digital Designer
AI Augmented Design Design Systems

Efrat
Kaptsan

Brand systems, websites and AI workflows

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

Brand Book Messaging Deck Examples Design System On-brand deck New layouts Est. 40+ hrs/mo BRAND SKILL
Reco.ai 2025–2026
Teaching AI to speak in brand
Built two Claude Skills that turn any asset into a brand-aligned draft in Reco's visual style in minutes, saving hours of manual work per deck and generating fresh layouts, not just text swaps.
AI AutomationClaudeBrand Design
RSA 2026 booth designed as a movie ticket booth
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.
Gen AICampaignExperience Design
Redesigned Aqua blog homepage
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.
Gen AIWeb Design
Redesigned Aqua customer page
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.
Web DesignUX/UI
Kinsing Demystified, a technical guide cover designed for Aqua Nautilus
Reco.ai & Aqua Security 2021–2026
Brand in Action
Selected campaigns, digital experiences, and marketing design: landing pages, reports, social graphics and blog imagery.
Brand DesignMarketing Design
More work
The Upside
The Upside 2020–2021
End-to-end UX redesign of an exclusive professional network
Full UX overhaul of a members-only professional network: research, personas, information architecture, and a high-fidelity prototype from scratch.
Product DesignUX Research
Fitness App
Motivate · Academic Project 2019–2020
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
Global Venture Catalyst 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, from zero to launched in seven days.
Brand IdentityWeb Design
Icons
Personal / iOS 2020
Custom iOS icon system, 37 icons in dark & light
Designed a cohesive set of 37 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
2025–2026
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 used to produce on-brand assets without touching Figma. An estimated 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
2021–2025
Owning design at scale
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%.
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: 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 the whole team, freeing up time for the work that needs a designer.
About

Range, not just specialty.

Design is how I make sense of the world. I move fluidly across brand identity, web design, UX, and design systems, not as separate disciplines, but as one continuous practice of making complex things feel obvious.

That range is what made me an effective sole brand design lead: I could set brand strategy in the morning, ship a responsive web page by afternoon, and run a usability test the next day, all without losing the thread between them.

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
ClaudeClaude DesignFigma MakeGoogle AI StudioAdobe FireflyChatGPTDALL·EPrompt Engineering
Web Platforms (Figma design, developer build)
WordPressWebflowHubSpot
Design Skills
Brand IdentityWeb DesignUI DesignResponsive DesignPrint DesignMotion Graphics
UX & Research
User InterviewsWireframingUsability TestingPersonasInformation Architecture
Experience

Where I've worked

Download resume
Senior Digital Designer
2025 – 2026
Reco
  • Built two Claude Skills that encode Reco's brand guidelines, cutting deck rebranding from hours to minutes with human-in-the-loop designer review. Est. 40+ hours saved 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.
  • 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 (booth graphics, merchandise, street marketing), using prompt engineering and generative AI tools: Claude, Figma Make, Google AI Studio, DALL·E, and Adobe Firefly.
Digital Designer
Apr 2021 – Jan 2025
Aqua Security
  • Introduced AI-augmented design workflows to the team in 2023, using DALL·E and Adobe Firefly for campaign imagery and cutting 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 Aqua's marketing-site layouts 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 (Argosite Company)
  • 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 animation video series using Doodly.
Contact

Let's build
something great, together

I'm looking for a team to grow with, my inbox is open and I'd love to hear from you.

efrat.kaptsan@gmail.com