Harnessing the unique location of Tel Aviv’s Mediterranean atmosphere, by creating a unique combination of bold colors, classic typography along with white color usage, minimalistic architectural sketches and meticulous scenic photography.
The connection between
classic restraint and mediterranean hedonism is made via the use of English, targeting a foreign audience, and Hebrew, tying it to the land of Israel. The mixed media also emphasize this: the print relies on rich textures, and the signage made use of the vast space with broad color segments.
