About NFH
We help ambitious companies make better decisions. Through strategy, branding, packaging, digital experiences, environments, content, and production, we help companies navigate complexity and move forward with confidence. At NFH Laboratory, every discipline is developed as part of one connected system. We believe that brands are not built through isolated decisions, but through alignment, where strategy, product, experience, and execution work together from the very beginning. Our role is not simply to create brands. It is to help companies make decisions they can stand behind, building brands that are clear, distinctive, and designed to last.
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.
Her work has received international recognition, including World Packaging Organization (WPO) Awards, three 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.














