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SHALEM TOWER
Branding a prestigious Jerusalem-based
real estate project In the spirit
of the Hebrew language
Between the old and the new, through the history and alleyways of the city
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THE CHALLENGE      creating a visual, verbal message for the Jerusalem-based real estate project, expressing both the traditional Jewish community of Jerusalem and also the prestigious feel of the project.
THE SOLUTION

We created an abstract language inspired by the ancient Hebrew, which itself dates back to the Middle Ages and preserves Jewish traditions. We created abstract compositions without letters, giving viewers a ‘wordless’ tour of Jerusalem, representing the traditional, ancient culture’s values of creativity. 

ADDitionally, we used photos showing a warmly-lit Jerusalem and the project’s surroundings, building a story made up of both general and small details - wide, sweeping frames and unambiguous close ups. The colorful typography of the road names is restrained, warm and mysterious -  similar to the ancient Jewish culture which inspired it.
THE CHALLENGE
creating a visual, verbal message for the Jerusalem-based real estate project, expressing both the traditional Jewish community of Jerusalem and also the prestigious feel of the project.
THE SOLUTION

We created an abstract language inspired by the ancient Hebrew, which itself dates back to the Middle Ages and preserves Jewish traditions. We created abstract compositions without letters, giving viewers a ‘wordless’ tour of Jerusalem, representing the traditional, ancient culture’s values of creativity. 


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