Project Title: Mekudeshet 2018 Jerusalem Art Festival
Client or Class Name: The Shusterman Family - n/a
Jerusalem ירושלים Al-Quds Such a powerful word, resonates a different meaning to each one. It is probably one of the strongest brands n the world. Every summer there is a 3-week festival, showcasing the good the bad and the ugly of this amazing city as an artistic expression. Each year, we take this brand and approach it in a new way, connected to the current festival theme or content. This year we went for an OPEN journey with an OPEN mind. We looked for the creative solution across the city and its streets. We observed and realized that one of the things that make this city so one of a kind is- Random Encounters. This unique city allows beautiful, diverse, complex encounters on a day to day basis. Those encounters take such a meaningful part of the Jerusalem spirit. Jewish, Muslim, Christian, and even an Armenian quarter. Religious, secular and atheists. A city that proudly hosts the gay parade in spite of counties criticism. One of the coolest cities yet the oldest and most traditional. So we built a digital generator which randomly links words, images, and sounds from a database of materials we have collected during our inspirational journey in the city. We invited a designer from diverse backgrounds to come and create together. Each designer was asked to take their turn with the generator and create whatever comes to mind inspired by the random encounter they got. We have used the mesmerising output of this workshop and created a language of encounters, mixing their ideas and creation to one full graphic language. We created a custom made lettering that incorporate the three common languages in Jerusalem- Hebrew, English & Arabic. The lettering ties the three languages together and tries to represent the symbiotic differences in the city.
Chief Creative Director: