Avatz - Strategy, Content, and Logo Design
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.
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.
The Brief was to develop a creative concept, think of a name and tagline for the collection, design the official logo, map out all the marketing activities, and create sustainable content that would befit the beloved city we call home.
We started working on this project in July 2023, with the goal of launching it in October of the same year, which Unfortunately, didn’t happened for obvious terrible reasons. The collection was eventually launched almost a year after, on June 14-15, 2024.
Creative Workflow
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.
Other names that didn’t continue with us were – מצב צבירה | State of Matter, פרץ-עיר | Urban Burst, and מסת נפש | Soul Mass.
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.
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
