I’m Layal Kharouba, a brand strategist and visual communication designer born in Haifa in 1995.
My creative path began with storytelling — first through film direction, then photography and visual media — where I learned how narrative shapes perception. That foundation later evolved into a deeper interest: not just how things look, but what they mean and why they exist.
In 2020, I earned my Bachelor’s degree in Visual Communication Design from Shenkar College of Engineering and Design, focusing on brand strategy and narrative systems. Since launching my studio in Haifa in 2022, I have worked with businesses and organizations to define their positioning, clarify their message, and build identities grounded in purpose.
I approach branding as a strategic process before it becomes visual.
Design is not the starting point — it is the outcome of clarity.
Design is not the starting point — it is the outcome of clarity.
I believe every brand carries an internal logic — a core idea that shapes its voice, structure, and impact. My role is to uncover that logic and translate it into a coherent system that can live across touchpoints with confidence and consistency.
I don’t create visuals for attention.
I build brand foundations that sustain growth, meaning, and direction.
I build brand foundations that sustain growth, meaning, and direction.