EILAT CITY
A new brand identity for Eilat City, created to give the city a younger, bolder and more contemporary presence across its communication with residents.
I led the project as Art Director from concept through execution, working hands-on across the entire identity. In close creative collaboration with the Copywriter,
I helped shape the creative concept and led the visual direction, developing the city logo, brand system and the framework that would carry the identity across departments and communication channels.
The Brief
Building the Identity
One City, One System
From Identity to the City
Built to Last
Eilat Municipality set out to establish a completely new identity for the city, one that would feel younger, more contemporary and energetic while remaining relevant to the residents it represents.
The challenge went far beyond creating a new logo. The identity needed to bring a large municipal organization under one recognizable brand, while providing enough flexibility for different departments, messages and communication needs.
I led the visual identity from the ground up, developing the new city logo and translating the creative concept into a complete brand language. This included the color palette, typography, graphic elements, layout principles and a flexible visual framework designed to work across a wide range of formats.
I also created the Brand Book, defining the visual principles and guidelines needed to keep the identity consistent as it expanded across departments and communication channels. The result was not simply a new look for Eilat, but a practical system the municipality could continue to use and build on.
One of the central challenges was creating an identity that could represent Eilat as one city while accommodating the municipality’s different departments. I developed a scalable logo system that extended
the main identity into a family of department-specific variations, each with its own expression while remaining unmistakably part of the Eilat brand.
The same thinking carried through the wider system, with shared principles for color, typography, graphic elements and layouts creating consistency without forcing every department or message into the exact
same visual solution.
The identity was then brought into the city’s everyday communication, translating the system from brand guidelines into real applications across outdoor, print, digital and municipal materials.
I carried the Art Direction through these different touchpoints, adapting the visual language to different formats, audiences and messages while maintaining a clear connection to the core identity. This was where the system proved its flexibility, moving from a brand concept into a visual language residents would encounter throughout the city.
The project followed the agency’s win of the Eilat Municipality branding tender and resulted in a new official identity that was rolled out across the city and its municipal communication.
Nearly seven years later, the logo I created remains in use by the Municipality of Eilat today, giving the identity
a life far beyond its original launch.
