Jerusalem Education Week

Jerusalem Education Week is a citywide initiative run by the Municipality of Jerusalem — dozens of events staged across the city over a single week. For years the work had been handled by a full advertising agency. This time, on behalf of Electra Target, I took it on myself, working directly with the municipality with a single account manager alongside me. The creative direction, the copywriting, the art, and the hands-on production were all me.The first phase was the event itself: I branded Jerusalem Education Week from the ground up — a complete visual language and an animated logo built to carry across every surface the week would touch.The second phase was the larger one, and the real test of the system. Around sixty separate events take place across Jerusalem during the week, each in a different venue, each with its own producer and its own set of requirements. Every piece had to work in three languages — Hebrew, Arabic, and English — a demand that doubled the complexity and, in a city like Jerusalem, carried real weight: the identity had to hold up across scripts, directions, and audiences without ever breaking. The design work spanned the full range: from spatial design for the venue at Cinema City Jerusalem, to roll-ups, to event invitations sent over WhatsApp. An enormous volume of individual deliverables, every one tuned to its specific context while staying locked to a single, coherent identity.The week closed as a resounding success — the language stayed tight and professional from the largest installation down to the smallest digital invite, across the entire city and across all three languages. It exceeded everyone's expectations, mine included.