Shirel Krafman — Sr. Brand Designer

Creating a visual language for storytelling with Relay Financial

With the internal brand team, I built a scalable product graphics system for Relay that turned financial data into a living, breathing brand experience. Through modular UI mockups, dynamic motion assets, and adaptable layouts, the system made complex banking tools feel human, confident, and distinctly Relay—bridging product and storytelling with every frame.

Creating a visual language for storytelling with Relay Financial

With the internal brand team, I built a scalable product graphics system for Relay that turned financial data into a living, breathing brand experience. Through modular UI mockups, dynamic motion assets, and adaptable layouts, the system made complex banking tools feel human, confident, and distinctly Relay—bridging product and storytelling with every frame.

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A new identity for Upfirst AI

Working directly with the founders of Upfirst AI, an AI answering service, to shape a brand identity that feels both industry aligned yet approachable. The challenge: communicate cutting-edge voice automation without losing the human touch. Our scope included a logo system, art direction with their visual assets and the webpage to reflect clarity, warmth, and technical confidence to bridge the gap between conversation and code.

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A new identity for Upfirst AI

Working directly with the founders of Upfirst AI, an AI answering service, to shape a brand identity that feels both industry aligned yet approachable. The challenge: communicate cutting-edge voice automation without losing the human touch. Our scope included a logo system, art direction with their visual assets and the webpage to reflect clarity, warmth, and technical confidence to bridge the gap between conversation and code.