What guided you in this project?
It was really important to us to make the map super Israeli. Meaning, a map without cliches and touristy stereotypes, that would make local Israelis grin. That’s why we filled the map with things like construction signs, trail markings, and the DBG statue. If you’re from here, you get it.
How did you pick elements then?
Well first, we started with a story concept – “Israeli Mix” – or, as we called it, the shakshuka. Israel may be small, but it’s a shakshuka of many different things. Sometimes, these things conflict or seem backwards, but that’s part of the country’s charm.
For example, Israel is a mix of cultures. It’s a mix of innovations, from agriculture to deep tech. It’s a mix of messy and put together, all at the same time. Work and play. Geography. An urban and rural mix.
I think that in creative work, starting with a story helps to unify your message and make it stronger. Whether it’s creating a single image, or an entire brand. So the symbols we chose all embody the charm of the story, this “mix”.