```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRRJ2mnFysjYQeVKAimu1WiTuGYj1%2FIU4IhuTwkXaQ3H3diyPo%2F8017eaa5-f3c8-4a0b-9831-c05ed3fc6420.png?alt=media&token=d2fbf72d-1eb2-4aad-a631-c04b8b459631","id":"8017eaa5-f3c8-4a0b-9831-c05ed3fc6420","width":3000,"height":2250,"filename":"002.png","type":"image/png","caption":"","border":false}]}
```

Gopic.io

Lucy

## About accessiBe

Did you know that your website is by law required to be accessible? yup. Having an inaccessible website is just as bad as having an inaccessible building that has no wheelchair access or bathrooms. It may sound like a minor subject to most of you, but for about %20 of the world's population this is one of the most painful subjects to deal with every day. You accessing this article with zero friction may be taken for granted, but for people with disabilities, reaching this article (or any other website for that matter) could be an impossible thing to do.

accessiBe is all about web accessibility. The company, with its offices in Israel, develops products and services using AI and consultancy in an effort to flip this narrative. Making the entire internet access for people with disabilities by 2050 is our main vision and mission.

When the company announced a new, profit-free project by the name of accessFind, this vision got a clearer shape and form.

## How do you brand for an unpopular market?

Let's face it. The discussion of web accessibility is not a popular one. The rules and regulations are still in the process of helping PWD (people with disabilities) receive the inclusivity they should have got all along. The truth is that it seems people would like to look away when it comes to this subject. And although I don't agree with this personally, I understand why this happens. Making your website accessible (and keeping it like that) was a complicated task until not so long ago. The journey is still young.

**We asked ourselves "how do we brand for an unpopular opinion?" how do you create a visual representation for a subject that is ignored by so many people?**

**In other words, how do you flip a narrative, and brand for positivity instead of exploiting negativity?**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRRJ2mnFysjYQeVKAimu1WiTuGYj1%2Fwqf2K4GUddWnaut3uvZz%2F249450a8-0b8e-42c0-bad2-631ac90a62d7.jpg?alt=media&token=dbbb3039-8a86-4962-910d-afb3bda84f6c","id":"249450a8-0b8e-42c0-bad2-631ac90a62d7","width":2851,"height":3784,"filename":"IMG_5412.jpg","type":"image/jpeg","caption":"","border":false}]}
```

## Building accessFind to display our "WHY"

Since the brand guidelines share the same principles as the company, accessiBe, we only had to dig deep into the "Why" in order to proceed with the branding of this product.

We asked internally - "why are we building this?". I asked our C-level managers, the project managers, the community team, and my manager. We had brainstorming sessions with the goal to shape the "why" as clearly and simply as possible.

With the help of Simon Sinek's method, we tried to remove all "analytical or basic" statements out of the way and get to the emotional areas of the message.

We also asked a lot of "why"

* We are building an accessible search engine

* **why?**

* So that people with disabilities can access the internet better

* **why can't people with disabilities access the internet?**

* Because people who built those websites didn't think or care about making them accessible

* **why wouldn't they care?**

* because they don't have people with disabilities in mind, they don't see them.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FRRJ2mnFysjYQeVKAimu1WiTuGYj1%2Fwqf2K4GUddWnaut3uvZz%2F122da225-4a16-4d00-b74d-2d7385bc78a7.png?alt=media&token=ef173cc0-c89b-4eff-b7b7-799c9d7613da","id":"122da225-4a16-4d00-b74d-2d7385bc78a7","width":1801,"height":945,"filename":"Facebook Post.png","type":"image/png","caption":"","border":false}]}
```

## Collecting the information into a brand

After digging into this subject and coming up with emotional responses, we finally understood what we want to do.

**We wanted to show inspiration. Because these people are inspiring. They are strong. They are resilient. They are brilliant.**

We didn't want another "accessibility" brand that says "look at me, I'm a disability-related product" because this is **not a disability story**. This is a story about overcoming, winning, moving forward, and showing the light to others to follow.

> "The best brands are not created, they reveal themselves"

accessFind

I spoke to Alexis Bardini, award winning designer and co-founder of AstroSafe about being creative, maturing as a designer how to find inspiration in my Design Monthly inspiration list Vo.11

Check it out 
https://medium.com/ux-planet/design-monthly-vol-11-featuring-alexis-bardini-fdd2ab9f025c

Product Designer @amp

Design myths

I wrote a piece about the myths in design I broke in 2020.

A letter to designers starting out

Wrote about lessons I gained in product design in the past 3 years.

Product design tips 1st place

Eden Shopen and I recently teamed up to compete in the productdesign.tips environmental design challenge and won first place! 🏆

You can read the full article here:
https://uxplanet.org/the-goal-reduce-gas-emissions-the-method-an-apple-watch-game-924fc22f4893?source=user_profile---------0----------------------------

Thanks to Bogdan Lev for hosting this challenge, and some of the judges such as David Teodorescu, Vitorio Benedetti, and Shiva Jaini for the great feedback and for supporting this challenge.

As for UI/UX designers that are starting out in my connections - This is a great opportunity to expand your portfolio and get feedback from leading designers. I highly recommend you try it!

Visit the challenge page:
https://lnkd.in/gHBa5ii

2022 Portfolio

VISUAL ARTISTS AND DESIGNERS - KPD COLLABORATION BOARD IS UPDATED NEW PROJECT OPPORTUNITY

KPD collaboration board

Had an amazing time branding and designing the first-ever accessible search engine. 
Under the management of Haim Azulay and with the professional animations of Spair Kadosh. 

This project is my best storytelling process so far. Talk to me to learn more!

I planned, designed, and manage the new Israeli tool for photographers looking to get more credit and gigs. 
The product is currently in Hebrew only, stay tuned for V2 in October!

I spend a few hours each week to help designers starting out, the goal is to advance the Israeli design culture. 
I'm not a huge mentor, but I usually share useful tips to think better and produce better UX outcomes.

Design mentor

Currently designing for accessibility at aceessiBe.com

Product designer

I was the sole designer @Lucy, where I designed the company's AI diamond calculator, helping 5K diamond suppliers to find and analyze the best diamond prices.

I design flexible payment solutions for life's toughest times.
I also touch brands, animation, and products.

Sergio

2021