We excitedly accepted the Israel Ministry of Foreign Affair’s invitation to bid for their tender to brand the State of Israel. Acanchi, the British strategy firm provided an inspirational brand promise, that changes the narrative without stepping into any potholes: CREATIVE ENERGY. The challenge was, of course, to win the tender, but for that to happen, we realized that instead of talking about CREATIVE ENERGY, we needed to become CREATIVE ENERGY. But how does one become CREATIVE ENERGY?
We enlisted all our heaviest artillery developed over the years for our customers, this time for ourselves. Workshops, exercises and what not. The insight that led us to our aha moment was inspired by Israeli startup entrepreneurs. The uniqueness of Israeli startup entrepreneurs is their ability to see beyond limitations. Entrepreneurs don’t regard limitations as roadblocks, they just look past them. The creative brief was: “reinvent a new logo for Israel using any tool that isn’t font. If you haven’t found one, create it.” The brief was both limiting and freeing, enabling true, raw creativity to burst out.
We created a letter-building mechanism comprised of 3 shapes: a triangle, a square and a circle, inside a 48-grid representing the year Israel was declared. We developed a full array of shapes, colours and letters that make up the word “Israel” through infinite combinations. The public could enter a designated site and design their own logo for Israel using the infinite inventory of shapes, letter, and colours. We named the campaign “the first-ever user-generated brand identity”. We had turned the promise, CREATIVE ENERGY, into a platform that enabled each user to experience their own internal CREATIVE ENERGY. The tender committee selected us unanimously as the winners.
How do you design a logo from the word “Israel” without using letters and font? That was the first assignment we gave our design team, who leveraged the restriction to invent something new. We started by building the six letters spelling out the word “Israel” from Hebrew letters – a positive associative asset for Israel and used them to create infinite design possibilities. Later on we worked on the remaining letters.
How do you design a logo from the word “Israel” without using letters and font? That was the first assignment we gave our design team, who leveraged the restriction to invent something new. We started by building the six letters spelling out the word “Israel” from Hebrew letters – a positive associative asset for Israel and used them to create infinite design possibilities. Later on we worked on the remaining letters.
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