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“Crossing Paths”

Mekudeshet, produced by the Jerusalem Season of Culture, is a series of artistic experiences that emanate from the city’s reality and seek to inspire that reality in turn. Each year toward summer’s end, we present a collection of original, interdisciplinary productions that draw inspiration from Jerusalem, take place in unconventional venues, and create a one-time-only artistic event that is city-specific, relevant to reality and transformative.

Design by
Open (Tel-Aviv, Israel)

Related links
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Relevant quote
To capture the brand essence of Mekudeshet, we GPS tracked the unique daily lives of 15 religiously diverse residents and peace activists moving throughout various quarters of the holy city. We created an innovative brand identity for the festival by blending the paths of these people through both generative and computational design elements, thus dissolving the controversial “borders” in Jerusalem.

Images (opinion after)

Identity presentation.
New Identity for Mekudeshet 2017 by Open
Each person is given a graphic based on their background.
New Identity for Mekudeshet 2017 by Open
The graphic “brushes” for each person.
New Identity for Mekudeshet 2017 by Open
Tracking each person’s location as they move around the city.
New Identity for Mekudeshet 2017 by Open
Blending the paths.
New Identity for Mekudeshet 2017 by Open
Posters.
New Identity for Mekudeshet 2017 by Open
Totes.
New Identity for Mekudeshet 2017 by Open
Catalog.
New Identity for Mekudeshet 2017 by Open
Bottles.

Opinion
Although this identity is only for one edition (2017) of a festival and not completely a Noted/Reviewed subject, the concept is quite interesting and the execution is pretty wild. The festival deals with the clash of cultures in Jerusalem — and un-clashing them — and does a great job in highlighting the opposites of the city in a way that is unexpected and innovative, if a little convoluted. Focusing on eight people of different backgrounds and belief systems, the identity assigns each of them a texture, then they plot that texture along the paths these people follow through Jerusalem, and then they find the places where they intersect and those moments are what the identity is built on. It’s complicated and wouldn’t work for any normal company, product, or service, but as a one-time exploration, it’s both provocative and visually stimulating. Without the explanation it’s really just a cacophony of colors and textures, so for the average citizen walking by a poster on the street, the effort might be moot other than someone going “whoah, that thing is crazy looking, I wonder what that is?”. Overall, and without the explanation, the identity feels festive and demands attention, which is what you want for a festival.