01
Gendered Digital Panopticon
Participatory installation, M.Des final project, Bezalel Academy of Arts and Design, Visual Communication
An installation about how AI systems read and sort gender.
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DrorAmsallem
Visual communication designer working across brand identity, digital product and motion.
B.Des, Holon Institute of Technology. M.Des, Bezalel Academy, with research into AI.
Selected work
Nine projects, from two final projects and an AI research installation to brand systems for companies in agriculture, water and retail.
02
KUBIZY
Mobile puzzle game, Independent
A puzzle game that turns your own photo into pixel art and into the level.
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03
Dr. Muravnik
Brand identity and landing page, Clinic for eye and eyelid plastic surgery
A full identity for an eye doctor who specializes in plastic surgery.
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04
Grandma's Story
B.Des final project, documentary film, Holon Institute of Technology
My B.Des final project: a film about my grandmother, shown at film festivals.
View project05
IDE Technologies
Website and digital design, McCann Tel Aviv
Web templates for a desalination company with a very large amount of content.
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06
Hashmonaim
Rebranding, app design and screen animation, Hashmonaim, a community country club in central Tel Aviv
A new look for a community gym, from the logo to the signup app and the lobby screens.
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07
AI VJ for Purim
AI visuals for a club night, Ha'oman 17, Tel Aviv
Campaign and VJ screen visuals made with AI for an a-gender cabaret party.
View project08
STK
Brand guidelines and digital campaign, Universal McCann Digital
A new brand system for a global agricultural technology company.
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09
Rami Levi Online
UI and UX for a retail brand, McCann Digital
The main website and digital assets for an online supermarket.
View project
Logos
All logos
Sketchbook
Drawings, school projects and small experiments, kept as pages from a designer sketchbook.
Archive
Earlier and smaller projects from agencies, studios and independent clients.
Hadar Mol HayamLogo, roll-up, brochure and flyer for a new building project in Haifa.
SarigLogo and delivery truck design for an importer of electric appliances.
Afik and the student unionA leadership center identity and campaigns for the national student union.
Lashon RishonLogotype, poster, Facebook assets and slides for a Hebrew language conference.
Talents Design GalleryA new logo, stamp, newsletter and the 2011 catalogue for a design gallery.
Shopicka BoutiqueA logo and graphics for a boutique that sells gifts and design objects.
Omer NakarLogotype and packaging for a musician.
CasaMatterTeaser and opening slideshow for a conference on materials and technologies.
Much MiesBranding for a conference about design and materials.
MajnoonA logo, web pop-up and brand character for a daily shopping deal site.
YummyA logo, business card, flyer, poster and exhibition design for a pita bakery.
MojoA Facebook page and graphic interior design for a venue.
Liraf GroupA winter home delivery flyer and Facebook tab.
TLV FestPosters, Facebook tabs and short clips for a film festival.
HIT opening exhibitionA campus map exhibition for new design students.Niso
Video and gallery pages for a website.
National Union of Israeli StudentsFacebook tabs, web pages, an app screen and newspaper ads for the student union.
Food for the SoulA logo, card, flyer and Facebook page for a clinical dietitian.
BernatA web site and business card for a fashion and art photographer.
BstyleA logo, pop-up and web button for a shopping comparison site.
Beatzda'aA new logo and a Facebook app shaped like a planner.
Tent'aLogo for a candy and chewing gum producer.
World Mouse MagazineFive covers of famous towers, drawn for an imaginary magazine.TekTeam
A video announcing a new website.
About
I design brands and digital products, and I animate them.
My first degree, at the Holon Institute of Technology, was in visual communication and digital media. My second, at Bezalel, focused on visual communication and research into AI. Its final project, Gendered Digital Panopticon, is an installation about how algorithms sort people by gender.
From 2012 to 2018 I worked at McCann Tel Aviv, designing websites, interfaces, campaigns and brand systems for clients such as IDE Technologies, STK and Rami Levi. Earlier work was done at agencies and studios including Fox-Goren-Giladi, MARGi design and McCann Boutique, and I have taken on branding clients of my own.
I am a lecturer at HIT, where I teach academic courses in visual communication. Before that I taught at HaStudio, a preparatory program for academic studies, and coordinated its visual communication track. At Bezalel I took part in a conference and ran its social media.
Since 2021 I have exhibited with Pan Art Gallery, a group of artists who show together. In 2012 I took part in the panel Body Manipulations, led by Yuval Sahar for the Portfolio website. At the Bezalel event Reshit Bekurai I screened my film Letter to Gali, which was also shown at TLVFest, the Tel Aviv LGBT film festival, at the Tel Aviv Cinematheque.
- Disciplines
- Brand identity, UI and UX, motion graphics, illustration, AI-assisted design
- Tools
- Figma, Illustrator, Photoshop, After Effects, Unreal Engine, Dream AI
- Education
- M.Des Bezalel Academy. B.Des Holon Institute of Technology
- Shown at
- Docu Film Festival Berlin, TLVFest at the Tel Aviv Cinematheque, Pan Art Gallery
Questions and answers
- Who is Dror Amsallem?
- Dror Amsallem is a visual communication designer. He works across brand identity, digital product design, motion graphics and AI-assisted design.
- What did Dror Amsallem study?
- He holds a B.Des in visual communication and digital media from the Holon Institute of Technology and an M.Des in visual communication with research into AI from Bezalel Academy of Arts and Design.
- What is his best-known research project?
- Gendered Digital Panopticon, his M.Des final project, is a participatory installation about how AI systems read and sort gender.
- Where has he worked?
- From 2012 to 2018 he worked at McCann Tel Aviv, designing websites, interfaces, campaigns and brand systems for clients such as IDE Technologies, STK and Rami Levi. Earlier work was done at Fox-Goren-Giladi, MARGi design and McCann Boutique.
- What does he design?
- Logos and brand identities, websites and apps, motion graphics and animation, illustration, and visuals made with AI.
- Can I see examples of Dror Amsallem's work?
- Yes. This site shows nine selected projects, a collection of logos, an archive of earlier work and a sketchbook. Each project page explains what he made, how he made it and what the process was.
- What is the difference between a logo and a brand identity, and which does he design?
- A logo is the mark itself. A brand identity is the system around it: color, type, stationery, signage, web and social media. Dror designs both. Dr. Muravnik shows a logo extended into a letterhead, a prescription pad, a services card and a landing page, and Hashmonaim shows a community country club rebuilt from the logo to the signup app and the lobby screens.
- How does a logo or branding project work with him?
- It starts with a brief and a conversation about the business, its audience and its competitors. Dror then develops the mark and its applications and works with the client and suppliers through to delivery. He ran briefs, quotes, suppliers and client teams at McCann Tel Aviv from 2012 to 2018.
- How much does a logo or brand identity cost, and how long does it take?
- Each project is quoted individually. The price and the schedule depend on the scope: a single mark or a full identity, the number of concepts and revision rounds, and the applications needed. Send a short description of the business by email and Dror will reply with a proposal.
- Who owns the rights to the finished design?
- The rights to the final approved designs belong to the client. Dror may still show the work in his own portfolio.
- What kinds of clients has he worked with?
- Large companies and organizations such as IDE Technologies, Rami Levi, STK, NICE, Amdocs, El Al and IKEA through McCann Tel Aviv, and small businesses and clinics such as Hashmonaim Country Club, Eshkolot Medical, Dr. Muravnik and Yummy through his own studio.
- Does he design websites, apps and digital products?
- Yes. He was a UI designer in the digital department of McCann Tel Aviv, designing websites and interfaces for companies such as IDE Technologies and STK. He also defined, designed and developed the mobile puzzle game KUBIZY.
- Which tools and languages does he work in?
- Figma, Illustrator, Photoshop, InDesign, After Effects, Premiere and Unreal Engine, plus AI tools such as Dream AI. He designs in Hebrew and English: Hebrew is his native language and his English is at a high level.
- Does he work with AI?
- Yes. His M.Des research at Bezalel examined AI, facial recognition and gender, and led to the installation Gendered Digital Panopticon. He also uses AI tools in his design work.
- Can he lead a design or marketing team?
- Yes. From 2024 to 2026 he was Marketing Manager of the Faculty of the Arts at Tel Aviv University. He led a team of social media managers, ran paid campaigns on Meta, looked after the faculty website and email marketing, and produced the faculty open days from planning to the event itself.
- Does he teach?
- Yes. Dror has been a lecturer in the design faculty of the Holon Institute of Technology since 2016, teaching visual communication. He previously taught and coordinated the visual communication track at HaStudio, a preparatory program for academic studies.
- How can I contact Dror Amsallem?
- By email at drora0002@gmail.com, or through LinkedIn.
Contact
Write to me about work, a project or a role.
drora0002@gmail.com