About NFH
We help companies make better decisions. Through strategy, branding, packaging design, digital experiences, brand environments, content, and production processes, we help companies navigate complexity and move forward with confidence.
Every discipline we work in is part of NFH Laboratory. We believe strong brands aren't built from isolated decisions, but from full alignment between strategy, product, user experience, and execution. Our role isn't just to help companies create brands it's to help them make decisions they can stand behind, and build brands that are clear, distinct, and built to last: brands that create real emotional connection, and brands that succeed.
Meet Gili Bar-Shay & NFH
Gili Bar-Shay works at the intersection of strategy, brand, product, and production. For more than two decades, she has guided companies, founders, and organizations through projects where every decision shapes the next from the first idea to the moment a product reaches the market.
Bar-Shay is the founder of NotFromHere, a multidisciplinary brand strategy laboratory that brings together strategy, branding, packaging design, user experience, brand systems, content, and production.
Bar-Shay sees mediocrity as the greatest enemy of great brands. To her, excellence is not a destination but a standard that guides every decision, from strategic thinking to the smallest detail.
Over the years, she has led projects for global companies, startups, and organizations across healthcare, medical devices, technology, consumer products, tourism, culture, and the public sector. Her work spans brand strategy, identity systems, packaging design, product development, brand experiences, and positioning programs, guiding projects from strategic thinking through production and market launch.
Awards & Recognition
Her work has received international recognition, including World Packaging Awards (WPO), Star of Israel Awards, and publication in leading international books on branding and design.

Cultural Precision
We shape trends, not chase them.
Strategic Beauty
Reset the expected with intent.
Boutique Power
Principals lead every project, end-to-end.
Emotional Gravity
Felt first. Remembered longer.














