Client: Mishkenot Sha’ananim - Raiti Ir
Created at: Kiss Marketing Agency
Role: Art Direction, Visual Branding, Digital & Print Design
The Strategic Brief
Raiti Ir is a cultural initiative by Mishkenot Sha’ananim, the Jerusalem Film Festival, and the Jerusalem Development Authority, offering twilight walking tours through Jerusalem’s cinematic and literary history. The challenge was to bring films, literature, and archival material into one visual identity while making the city itself an active part of the experience.
Concept & Art Direction
The identity was built around The Narrative Path - a continuous golden line moving through Jerusalem’s cultural landmarks. Minimal illustrated symbols combine cinematic references with local icons, set against a dark textured background inspired by the city at dusk. The system extended across print, social media, and event materials while maintaining one recognizable visual language.
