Client: Mishkenot Sha’ananim - Raiti Ir
Created at: Kiss Marketing Agency
Role: Art Direction, Visual Branding, Digital & Print Design
The Strategic Brief
& Insight
Raiti Ir is a joint cultural initiative by Mishkenot Sha'ananim, the Jerusalem Film Festival, and the Jerusalem Development Authority, offering twilight walking tours through the city’s cinematic and literary heritage. Inspired by Yosef Sarig’s iconic poetic line, the brand challenge was translating abstract narratives - films, literature, and archival Archival Treasures - into a single, cohesive visual identity. The strategic breakthrough lay in elevating Jerusalem from a passive backdrop to the lead protagonist, positioning the tour as an interactive cinematic treasure hunt where scenes come alive directly at their original filming locations.
Concept, Art Direction
& Execution
To capture the flow of urban storytelling, I created "The Narrative Path" - a continuous, winding golden line navigating through Jerusalem's cultural landmarks. The visual system pairs minimalist iconographic illustrations (blending film projectors and reels with the Mishkenot windmill, city trees, and hot air balloons) against a dark, textured asphalt canvas that mirrors the romance of dusk and the cinema darkroom. Anchored by bold geometric typography, this versatile identity scaled seamlessly across a full multi-channel ecosystem - from national print campaigns (Haaretz Gallery) and targeted social media ads to physical event merchandise.
