Chief Design Officer

I treated design as a growth engine. The customer base doubled.

iCount was a successful 14-year-old product with room to grow its brand and experience. I took ownership of brand, product, and the team behind both, and let the results speak.

iCount, an Israeli accounting SaaS that was already 14 years old.

June 2021 to July 2025, four years.

A strong product. I built the brand to match.

A 14-year-old SaaS with a loyal customer base and real momentum. I saw an opportunity: bring the brand and the experience up to the level of the product. So I took ownership of the whole experience, from brand, through UX, to the team that ships it.

  • Full-scale rebrandingLogo, identity, marketing site. 14-year-old product.
  • Complete product redesignSaaS platform, 2 mobile apps, 1 tablet app
  • Design team built from scratchWorkflows, culture, alignment
  • Marketing team establishedBrand consistency and strategy
  • Cross-functional leadershipProduct, dev and marketing
  • Customer base doubled40K to 80K+ in 4 years
  • Higher retention and revenueIncreased lifetime value per customer
  • Elevated market positioningBrand recognition improved significantly
  • NPS program establishedUser research culture built from zero
  • +135% SaaS growthOver the full 4-year engagement
3,735
Users measured in the NPS program. Built and owned end-to-end: tooling, survey design, tracking over time, and feeding insights back into the product roadmap. NPS went from unmeasured to a strategic input.
NPS program dashboard: score 24, 3,735 respondents

The NPS program I built: 3,735 users, tracked over time

The rebrand

Same company, two eras. The iCount homepage before I joined, next to the one after the redesign: from the earlier green identity to a sharp, confident purple.

Old iCount logo Before
→
New iCount logo After
Before
iCount homepage before the redesign
After
iCount homepage after the redesign

Brand strategy

Before the color and the logo, we defined the voice. In a grey world of VAT, accountants and tax authorities, iCount became the other voice: "Hey, I'm with you. I'm here for you."
From the iCount brand voice guide
iCount dashboard greeting the user with a warm, human release note

The voice, shipped: a warm release note on a finance dashboard, not a system alert

The brand system I built

Not just a logo. A full language: identity, color, and a warm illustration set, in a grey world of tax. Straight from the brand book I authored.

iCount brand book cover with the signature organic shapes

The iCount brand book I wrote

iCount logo system on dark, purple and light

The logo system, across surfaces

iCount flat illustration set in purple, gold and periwinkle

The illustration language

The product, redesigned

Real screens from the redesigned product, on web and mobile: dashboard, expenses, invoicing, and onboarding. One consistent brand, end to end.

iCount redesigned dashboard, with KPIs, charts and tables

The dashboard: the whole business at a glance

iCount expenses list, redesigned

Expenses, rebuilt

iCount invoice document screen

Invoicing, end to end

The result

40K customers became 80K+. SaaS revenue grew +135%. An NPS program that didn't exist now tracks 3,735 users and feeds the roadmap.

2021 to 2025. The base doubled, and design was the lever.

The team I built

I didn't do it alone. I built the team from scratch and hired every one of them myself, in the order I brought them on. Some grew into leaders. A brilliant team, true players with big hearts.

  1. 01 GZ
    Gal ZuzutNow CMOFrom copywriter to Creative Lead, grew on my team
    LinkedIn ↗
  2. 02 SS
    Sari Sintag GuettaFirst designerProduct Designer
    LinkedIn ↗
  3. 03 LY
    Liav YeminiWeb / Front-end
    LinkedIn ↗
  4. 04 ML
    Masha LevineProduct Designer
    Portfolio ↗LinkedIn ↗
  5. 05 SG
    Shachar GoldbergMotion design, Head of Education
    Site ↗LinkedIn ↗
  6. 06 YM
    Yael MizrahiBrand & Marketing Designer
    LinkedIn ↗
  7. 07 LS
    Lilach SpivakProduct leadProduct at iCount, the role I scoped to carry the product forward
    LinkedIn ↗
  8. +4
    And a few more I helped bring to iCountBeyond my direct design team
Merav Shaked
Merav Shaked
Chief Design Officer at iCount
Farewell post · July 2025
I had the privilege of working with a brilliant team. Professional soul-players, with big hearts.
View post on LinkedIn

What you see here is the tip of the iceberg

Brand, design system, product, motion, and strategy. Four years of work. In a conversation I'm happy to show the parts that fit what you're building.

Get in touch
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