4 Rut Street. Tel Aviv. A Story of a building.

gue: describes the life of the inhabitants of 4 Rut street, which is a building built in the 50's. In each floor and behind every door there are numerous life stories. By using the original schematics of the building I revealed them to the reader.

 

stationary

Stationary: Amkor Company

 

Shelly - old lady's true life story

The concept behind this project was to renew relationships between family members. This is Shelly's life story, an old lady that I met and left a deep impression on me, so I decided to dedicate this project to her. Shelly suffers from Alzheimer disease and does not remember her past. By using "post it" I created an easy system for her to be reminded of major events in her past, and interaction with her family.

Officio - Office Equipment Store

Identity: Office supply store.

What guided this project were the simple and clean lines of the office environment. This environment is all about order and efficiency. By keeping the identity simple and clean, it allows the person to have room for personal expression thus creating a more efficient workspace.

Feed the streets' cats: Social Campaign

Social identity: The idea of this campaign is to awake awareness about abandoned cats. This project acts on three different levels: the first - unconscious intervention, by incorporating sidewalks and feeding bowls. People can feed the cats but do not take an active role in the campaign. The second level - active intervention, by distributing of stickers on urban and commercial walls, the campaign takes an active role in people visual surroundings, thus stimulating people to act. The third level is brochures and giveaways. This level is designed to induce people to act.

Kuli (all of me) - Visual Identity for Cloths' Boutique

Identity: Fashion studio / boutique, which talk about making a person whole again - spiritually and physically. The boutique specialized in making cloth for disabled people. The concept was based on the Japanese philosophy of the Wabi Sabi, in which the aesthetic is sometimes described as one of beauty that is "imperfect, impermanent, and incomplete", and in that sense whole. This philosophy was implemented in the whole project by the disintegration of the paper, different natural fabrics and the images of imperfect nature.

 

Belong To_______ (book)

A catalogue which describes my life as a model, the way people see me and judge me based on my exterior look, not really knowing me for me. In this lifestyle people take ownership of my body, find flaws in it and change it to their will.

Red - Women Lingerie (posters)

Freckles Cosmetics (packages)

Identity: Cosmetics. The idea was to show people the beauty in freckles; this pattern repeat itself in botanical plants, which are the main ingredients in most cosmetic care. The project consists of 3 product lines: hair, facial and makeup, all of them contain high levels of SPF.
 

Kite Festival of Jerusalem

Identity for The Jerusalem Kite Festival. Colors and shapes of the kites were the inspiration for this project.