Touch it
By Office Depot
Touch It was a new electronics retail brand created by Office Depot for its duty-free operation at Ben Gurion Airport. Launched in 2019, the project involved building the brand from the ground up and bringing it to life across both the physical retail environment and e-commerce.
I led the creative work directly with the client, from the brand identity and launch campaign to the retail and digital experience.
Building the Brand
From Retail to E-commerce
I created the Touch It identity from scratch, defining the logo, color palette and core design language, then extending it across launch communications, in-store signage, shelf communication and the digital storefront.
Working directly with the client, I carried the identity from its initial development through to implementation, creating a consistent brand experience across physical and digital touchpoints.
The e-commerce site extended the duty-free experience beyond the physical stores, giving customers access to a broader digital shopping journey. I led the visual design and worked closely with an external UX specialist throughout the process.
My role went beyond applying the brand to predefined wireframes. Where the proposed UX did not provide a strong enough solution, I developed alternative approaches and worked directly with the external development team through implementation, feedback and launch.