This one was personal. We don’t hide the fact that we have a special place in our heart for Jerusalem... Perhaps that explains why we felt so connected to this unique cultural initiative since its inception several years ago. The Mekudeshet festival (previously known as ‘Jerusalem Season of Culture’) was established in 2011 with the aim of bringing about a change in the way Jerusalem was perceived, by exposing its raw potential in the fields of the arts and culture. The festival’s various events showcase the huge variety that exists within Jerusalem, alongside international artists, creating interesting connections and relationships all designed to challenge ways of thinking and generate a new and different cultural conversation about Jerusalem.
After years throughout which the initiative operated under the concept and name ‘Jerusalem Season of Culture’, it was understood that the idea of holiness, or sacredness, that lies at the heart of Jerusalem, should also be at the heart of the initiative and its brand. And so, Mekudeshet (sanctified) was born, calling for a fresh examination of the idea of holiness in Jerusalem, through a variety of unique cultural and artistic events.
The brand concept is based on a group of Jerusalemites known as ‘The Border Dissolvers’ who are active in different cultural fields, and who work towards changing the reality on the ground. Using creative graphic art and design techniques, we mapped the daily routes of these people, creating an original and unique design language to accompany the project and its numerous events.
The brand infrastructure developed serves as a basis for the brand’s current marketing communications, which include an events brochure and merchandise, as well as advertisements, billboards, promotional activities and digital remarketing on various channels (Google, YouTube, and Facebook).