Tel Aviv-Yafo by Michelle Haft

ASSIGNMENT
To rebrand any city in the world. Final deliverable was a brand systems book with a series of brand applications.

SCHOOL
Portfolio Center
Atlanta, GA

COURSE
City Branding

INSTRUCTOR
Eric Miller

Approach

I chose the city of Tel Aviv-Yafo, a lively city on the mediterranean coastline in Israel. Tel Aviv is an explosion of energy and passion: a city with fiery sunsets, stark modernist architecture, ancient streets of Yafo, and a colorful mix of cultures. There’s a thriving nightlife, strong religious community, proud gay population, bustling flea markets, and fast-paced metropolitan areas. Despite the diversity of its people, what struck me as a uniting characteristic of the city is its optimism and ability to celebrate and live life to the fullest. My execution of the brand focuses on the concept of celebration and how the energy of this city illuminates the soul. The color palette consists of three vibrant gradients of color that “illuminate” all aspects of the brand from the logo, to photography, to brand patterns, and even tint the windows of city buses to illuminate people behind them. The branding also pays homage to the city’s modernist roots through the use of sharp angles and lots of white space. I created a mood of optimism by using dynamic patterns and vibrant photography, with people displayed in moments of elation and celebration. I also created a branded martini that would help promote the city’s nightlife.

Sketches and Process

Mood board.

Solution

Michelle Haft’s Website