Hazira: Performance & Contemporary Theater, Jerusalem, 2018-2019 // Overall visual identity and design for various events. Design: logo and brand book, website, art direction, printed and digital material // When we started working on this project, Hazira had been active for over 20 years, and a new artistic and general director, Amit Drori, had just assumed his position. In creating the theater’s visual identity, we researched the local and international performance scene and studied Drori’s vision for Hazira from up close. In creating the brand, we drew inspiration from post-colonial reading of indigenous symbol systems. Our goal was to generate a strong unifying tribe-like visibility, which will reference an imaginary tribe’s means of communication. One of the things we discovered during our research was that most graphic representations of performance art uses stage photos, flattening differences between performances. In the process of working with Hazira‘s artists, we identified key motifs and elements from their work, which we reassembled into new graphic images. We did this by positioning the artists/characters in the foreground, making them the focus of the image. The impact of the images was emphasized using subtle motions and embedded typography (Artistic and general director: Amit Drori).
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Hazira: Performance & Contemporary Theater, Jerusalem, 2018-2019 // Overall visual identity and design for various events. Design: logo and brand book, website, art direction, printed and digital material // When we started working on this project, Hazira had been active for over 20 years, and a new artistic and general director, Amit Drori, had just assumed his position. In creating the theater’s visual identity, we researched the local and international performance scene and studied Drori’s vision for Hazira from up close. In creating the brand, we drew inspiration from post-colonial reading of indigenous symbol systems. Our goal was to generate a strong unifying tribe-like visibility, which will reference an imaginary tribe’s means of communication. One of the things we discovered during our research was that most graphic representations of performance art uses stage photos, flattening differences between performances. In the process of working with Hazira‘s artists, we identified key motifs and elements from their work, which we reassembled into new graphic images. We did this by positioning the artists/characters in the foreground, making them the focus of the image. The impact of the images was emphasized using subtle motions and embedded typography (Artistic and general director: Amit Drori).
