About. I'm Nurit Plotkin. I design brands, interfaces and AI products for tech companies.

Background

I started in fashion design in 2007 and moved into brand and digital design, studying visual communication in 2013 and UI/UX in 2016. I was born in Argentina, spent fifteen years in Israel working alongside US teams, and I'm now based in Europe, working remotely with brands in Israel and the US.

Clients

For more than 12 years I've worked with clients, and since 2020 as a freelancer embedded in their teams, across tech, health, hospitality and lifestyle, including Wix, Cato Networks, Tabit, Coralogix and Kaltura. I take projects from the first idea to the live product.

Approach

I start with what the business needs, not with how it should look. Once the goal and the audience are clear, the brand, the interface and the content come from the same system. I work end to end: strategy, identity, product design, and the files developers and teams actually use.

AI

I design products where AI does the work behind the screen: voice and chat platforms, agent flows and AI-powered healthcare. I also use AI tools in my own process, from models and images to video.

Ula

In 2023 I founded Ula, a sustainable swimwear brand that sells B2C and B2B in 26+ countries. I lead it as creative director and product lead, working with a team of freelancers.