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Why Ouch!?

Unforgettable design invariably evokes a reaction, similar to a sharp intake of breath at the sight of something truly exceptional. "Ouch" stands for crafting designs that command attention, transforming the everyday into the extraordinary, ensuring each piece captures the eye and leaves a lasting impression.


Tali Cohen, Founder

Under the Belt


Design Lead

Sr. Designer

Nov 2021 - Sept 2023

James Allen R2Net

Brand Expert

Sr. Designer

June 2019 - Apr 2021

ACW Grey

Sr. Art Director

May 2017 - Jan. 2019

Ouch Design


Dec. 2012 - Present

Squeez Design


Apr. 2010 - Dec. 2012

ACW Grey

Sr. Art Director

Apr. 2004 - Apr. 2010


First Step Design


Jan. 2003 - Mar. 2004

Baumann Ber Rivnay

Art Director

Jun. 2001 - Jan. 2003

Vider Sigawi

Art Director

Aug. 2000 - May 2001

Reuveni Pridan Leo Burnett

Art Director

Jan. 2000 - Jul. 2000

Leo Burnett Chicago

Art Director

Jun. 1998 - Jan. 2000


Netcraft Academy

UI/UX Product Design

Nov 2023 - July 2024

Miami Ad School

M.A. Commercial and Advertising Art

Jan 1996 - Dec. 1998

University of Michigan

B.F.A. in Fine Arts & Elementary Education

Sept 1991 - Dec. 1995

New World School of the Arts

Visual Arts

Sept. 1988 - June 1991

My Cart

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Say What?!



Dag Zahav

2007 | 2009 | 2018

Golden Cactus

2006 | 2008

Lurzer's Archive


Wise Men Say

Written by Steve Jobs & Hello Monday

Be kind

Be kind, it works really well. Be kind to everyone, even (especially) to the people who annoy you. Kindness takes time and patience, but it works.

Stay Alert

The best ideas come from anywhere. Don't keep your thoughts trapped inside your head. Share them and see how they develop. More importantly, listen to the people around you - whether it's a colleague, your grandma or a client. The ideas are out there, keep your eyes and ears open.

Design Smart

Design how it works, not how it looks.

The richest man

Being the richest man in the cemetery doesn't matter to me. Going to bed at night saying we've done something wonderful, that's what matters to me.

Be Different

You can't look at the competition and say you're going to do it better. You have to look at the competition and say you're going to do it differently.

Be a problem solver

You may be a designer, manager, copywriter or someone else within the company, but we're all doing the same job: problem-solving. Don't let your job title limit your responsibility. If you feel like you're stepping outside of your role, go for it. If you're waiting for approval, don't. And if that's not working, move on to the next step.

Details Matter

Details matter. It's worth waiting to get it right.

Admit your mistakes

Sometimes when you innovate, you make mistakes. It is best to admit them quickly and get on with improving your other innovations.

Be Crazy

Those who are crazy enough to think they can change the world, usually do.

Enjoy the Ride​

We're in a fluid world, where we don't know what technologies we'll be using next, or what type of projects we'll be doing. Creativity is an ongoing experiment and you're part of it. Embrace the unexpected. If life gives you lemons, launch an amazing lemon-based platform.

Use your powers to benefit others

As creative people, we have the power to change the world. With that power comes great responsibility. Let's use our creative magic to create meaningful work that solves problems and improves lives.

Overnight Successes

If you look really closely, most overnight successes took a long time.

Connect the Dots

You can't connect the dots looking forward. You can only connect them looking backwards.

Help each other

Ask for help. If you're stuck or frustrated, then asking for help is a sign of strength. Next time it could be you helping another. If people look like they're overloaded, step up. Whether we succeed or fail, we do it together.

Try being honest​

Honesty isn't always the easiest path, but it is the shortest one. You may feel like being honest could hurt someone's feelings. But since everyone usually means well, you can count on it always coming from a good place. Whatever the situation, it helps to think beyond feelings and consider the end goal: creating magic for the users.

Set Trends

Innovation distinguishes between a leader and a follower. Put a dent in the universe otherwise why else even be here.

Stay Hungry, Stay Foolish

The only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. 

Make a Mess

Creation is messy. You want genius, you get madness; two sides of the same coin.

Forget Yesterday

Let's go invent tomorrow instead of worrying about what happened yesterday.

It takes two to tango

Great things in business are never done by one person, they're done by a team of people.

The last day of my life

If today were the last day of my life, would I want to do what I'm about to do today?

Smart People

It doesn't make sense to hire smart people and then tell them what to do. Hire smart people so they can tell us what to do.

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