I had the opportunity to work on this project thanks to a woman I greatly admire, Libby Tishler, a talented creative director and a wonderful human being. Together, we led the project alongside the Tel Aviv-Yafo Municipality‘s Department of Art, headed by Tslilit Ben-Nevat.
Year
07.23
Scope
Strategy, content, and logo design
Timeline
4 Months
Strategy, content, and logo design for Tel Aviv’s public art project.
Following the update of the city’s vision in 2018, the Department of Arts of the Tel Aviv-Yafo Municipality developed a policy document for the placement of art in public spaces. With its publication in 2021, a large-scale sculpture project, unprecedented in Israel, was funded, including the commissioning and installation of 28 new outdoor sculptures throughout the city.
Creative Workflow
After careful consideration, we chose Avatz, which has two meanings in Hebrew: 1. Zinc: A vital mineral found in many foods. 2. Art in the Public Sphere: The acronym of these words.
Just as zinc is essential for our health, the Avatz collection is crucial for a vibrant city. Public art enriches urban experiences, creates unique spaces, and fosters community engagement.
We started by working on naming – what would the collection be called. During the process, the brief was sharpened and focused. Instead of branding a collection of sculptures, it was decided to create a hierarchical name that would unite all types of creations in the public space.
The future vision was to create a branding infrastructure for sub-collections from various art disciplines: sculpture, painting, sound, video, and graffiti.
After choosing the name and tagline, we moved on to developing the concept and vision, building the marketing plan, creating a Gantt chart, writing posts, creating a media kit for the participating artists
