Shifra Tauber’s Work Begins With a Blank Paper

By Libby Herz

“It’s fulfilling to start at a blank white paper and bring it to life,” says Shifra Tauber, the designer, photographer, and illustrator of Esse Kreative.

Shifra, who has been working in the field of graphic design for over ten years, has an aesthetic that is clean, simple, and easy on the eyes. “If it can be done, do it well,” she says.

Drawn to the visual arts as a young child, Shifra was first introduced to graphic design at the age of ten. “My sister introduced me to gradients,” she says. “She showed me how to choose my own colors and blend them.”

So Shifra played around a bit, and then she began creating projects for family and friends. Her work was highly valued at school as well, and she was eventually tasked with designing the school journal and annual dinner invitation.

The creative responsibility motivated her to learn more. “I started dabbling in Microsoft Word and then moved on to proper programs.” She especially loved the medium of print. “Knowing I made this thing I am holding is a very cool feeling,” she says.

After years of experience illustrating and creating, Shifra decided to take her business to the next level. She created her website, Esse Kreative, focusing on photography, branding, logos, flyers, business cards, and social media.

“Bad design costs more than good design,” she says. “You want your design to be remembered in a positive way.” Over the years, Shifra has created hundreds of personalized designs.

She believes that clients who appreciate her work want that style reflected back to them, thus creating a good creative fit. When Shifra is asked to create a logo for a client who is not sure of their own vision, she sometimes spends hours creating multiple choices until the client is satisfied. “If they asked you to work with them,” she says, “it means they appreciate and value your style. I have a minimal style,” says Shifra, “so I cater to people who appreciate that.”

Shifra has advice for new designers. “Every designer has something different to offer and is unique in how they perceive the world around them,” she says. “You won’t build a business in a day. There will be times people turn you down, but often it’s because they want something for free. Value your time and try not to take rejection personally.”

The personal client-customer connection fuels Shifra to be fully invested in her creations. “People will email me a concept, and to see it become a full design is so rewarding,” she says. “Some people can look at something and say Shifra made that. That’s cool.”

*

To reach her, visit essekreative.com
—–
CH Creative is a free platform that showcases creative talent and connects Jewish freelancers and businesses worldwide. To reach out to Shifra or to view more creatives from our community, visit chcreative.info