Frames Strategy — Shai Nissenboim

SHAI
NISSENBOIM

Behavioral Brand Strategist

Amsterdam · Tel Aviv

Nearly two decades at the intersection of strategy, creativity, and human behavior. I've led strategy at some of Israel's top agencies and brands — and today I work directly with organizations at the moments that matter most: building new brands from the ground up, launching platforms and products, or reframing existing brands when their story no longer holds.

My background is in psychology and neuroscience. I think about how people perceive meaning, form beliefs, and decide to act. That's what makes framing the sharpest tool in brand strategy — and the one most people underuse.

The Process

Four moves.
One frame.

Not a template. A way of thinking.

01

Find the Tension

Every brand exists inside a tension — a gap between how it's seen and how it should be seen. Between what it offers and what people actually feel. Surface that tension clearly, and you already know where to go.

No tension, no story. No story, no brand.
02

Build the Frame

Framing isn't about changing facts — it's about choosing which facts lead. Same reality, different angle. The right frame makes your brand feel inevitable: obvious once you see it, impossible to unsee.

One frame. Chosen for clarity, energy, and consequence.
03

Make it a Brand

The frame becomes the foundation. From it flows everything people can actually touch: the purpose, the voice, the values, the proposition. Not a collection of assets — a point of view with legs.

A brand people get immediately — and don't forget.
04

Move

Strategy without momentum is just a document. Once the frame is right, decisions get easier, teams align faster, and execution stops being a fight. The brand starts pulling things forward.

Momentum. Not just meaning.

Work

The frame changes
everything.

Four brands. Four tensions. Four reframes.

Keshet 12 / +12
Tension A new OTT platform carrying Channel 12 content — but so did every other platform. Reframe Not another streaming app. The flagship store of Channel 12.
"All you love. Plus." +

The Story
Keshet 12 launched +12 as their flagship OTT platform. The challenge was standing out in a crowded market where every platform carried the same content. By reframing +12 as the official home of Channel 12 — not just another app — we gave it authority, identity, and a reason to be chosen first.

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AU10TIX
Tension A world-leading identity verification company speaking only the language of fear — fraud, risk, compliance. Reframe From fear of fraud to love for catching it.
"For the love of fraud." +

The Story
AU10TIX was a global leader hiding behind jargon. The entire industry spoke fear — breach, risk, threat. We flipped the emotion entirely: reframing AU10TIX as a company that doesn't fear fraud, it hunts it. The new brand became a rallying cry for the team and a differentiator in the market.

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[ Video ]
Goldys
Tension A beloved Jewish deli with a loyal following, trying to grow without losing its soul. Reframe A fine-shmeker institution — tradition held with modern care.
"Jewish deli at your home." +

The Story
Goldys had everything — loyal customers, incredible food, real history. What it lacked was a frame that honored the past while making it feel current. We built a brand that leaned into its Jewish identity with pride and warmth, creating something that felt timeless rather than dated.

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Arkia
Tension An Israeli airline launching a campaign at a moment when the whole country was suffocating. Reframe Don't sell vacation. Sell relief.
"The National Ventilator." +

The Story
Timing is everything in brand strategy. Arkia needed a campaign at one of the most tense periods in Israeli history. Instead of selling beaches and flights, we sold what people actually needed: relief. The campaign became a cultural moment precisely because it named the feeling nobody else would.

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BRAND STRATEGY THAT FRAMES REALITY.

Four moves.
One frame.

The frame changes
everything.

Need a
new frame?

BRAND STRATEGY THAT FRAMES REALITY.

Four moves.One frame.

The frame changeseverything.

Need anew frame?

Four moves.
One frame.

The frame changes
everything.

Need a
new frame?