Lee Sh 

Visual & Brand Design. Visual Art & Fashion Creative.
Product and Industrial Design
Visual Storytelling


@Leeshmeltz
Li.szmelcman@gmail.com








Tu Beav

Created at Persona Studio
 Tel Aviv
2025

Part of a Full Visual art Campaign for Tu Be’Av at Persona Creative Studio







WWD Festival
Wix
Branding & Visual Storytelling
2025

The proposal for WWD Festival  envisions  a  space  where  web designers
from all over the globe are interconnected, 
sharing ideas, pushing the boundaries of technology and  design, 
and  shaping  the  future  of  the  digital landscape.

[v]





 CH01
Funiture design
An outdoor chair design. 
The design concept was re-shaping the outline of archytipcal chair through new 3d lines.

 5 mm aluminum / Sheet metal tech

[view]






A form of one’s own


A form of one’s own           
Tel Aviv
BDES grad’ project
2024

Featured at Milan Design Week 2025



Symbiosis describes the relationships in nature between two different organism that depend on each other.
Human-Object Symbiosis
This project explores the relationships between humans and the objects around
them through a system of symbiotic furniture – a system that cannot exist without the user's actions and attention.
The three pieces of furniture offer a new perspective on the dependency and physical connection between humans and the objects that surround them.
They invite people to experience defamiliarization and re-examine furniture by challenging their functional essence,
inviting new ways of looking at and interacting with inanimate objects.


[view]








Magnum Utopia





Campaign by Persona Studio
Styling: Tom Rozilio
Outfits : Alon Livne
Shot by Tamir Faingold

Created at Persona Studio
Tel Aviv
2025
Creative concept, Art and Visual Direction, Video Editing.

A video and stills campaign for Magnum to introduce two new flavors under the name Utopia. The idea was straightforward:  every bite opens a gate to an utopian world. The visuals focused on translating that concept into an immersive experience—mixing bold imagery and a sense of escape to highlight the indulgence of the new flavors.

[Full Project]








Digital Design
2020-?
A Bunch of some Digital And Graphic Designs
Created for different projects or occasions
and need a place to be shown 














EROM
Branding for a Parisan Coffee House.
2024


Erom is a sleek coffee spot located in the heart of Paris, 
designed with a minimalist black and white theme reflecting its name, meaning "blank space" in an ancient language. 
This design choice highlights the diverse coffee cultures featured within.

[View..]





Timeless together
Castro








Camaign by Persona Studio
Photographed by Dudi Hasson
Created at Persona Studio
Tel Aviv
2025
Creative Concept Development, Visual Direction and Video Editing

Timeless Together is a wide-scale stills and video campaign for Castro Fashion . The concept tells the story of three simple narratives unfolding at the same time, coming together into one moment. With a focus on ease and clarity, the campaign captures timeless elegance without overcomplication—celebrating everyday connections in a visually striking yet accessible way.

[ Full Project ]





60 Years
Shalom Tower
60 Years - Shlom Meir Tower
TLV Municipality
Tel Aviv
2025


60 years celebration for Shalom Meir tower in Tel Aviv.
the main design concept is centered on simplicity and recognition.
I've placed the tower's linear shape at the forefront.
By exploring different interpretations of this iconic silhouette, 
we illustrate how the essence of the tower remains recognizable, no matter the stylistic changes. 

[View..]







Architecture Catalogue for GS Architects Studio, 
Tel Aviv

Architecture Catalogue for GS Architects Studio,
Tel Aviv
Print Catalogue
2024


A refined print catalogue designed to present GS Architects Studio’s projects with clarity and elegance. The layout emphasizes architectural precision, balancing clean typography with generous white space and carefully curated imagery. The design approach highlights the studio’s identity while keeping the focus on the work itself, creating a timeless and functional object that communicates both professionalism and creativity.









MC1
Banding & Visual Storytelling
MC1
Branding
2023

Design concept and Full branding identity for a private members community in Tel Aviv. 

[View..]