Project — 01
2026 — Index
THE BOX
Discipline
Brand identity
The idea in short: a city library that lends hobbies for a trial week instead of books. The user receives a complete kit for a first attempt — no commitment, no expensive equipment, and no need to “be good at it.” The brand gives legitimacy to trying — and to stopping. The hobby library is located in the Hod HaSharon area, next to the Hod HaSharon Ecological Park.
The brief
One long project, an imaginary client
The centerpiece of a branding workshop, and my first long-form project: built from the ground up for an imaginary client. The brief called for a complete, value-driven identity — audience, research, vision, tone of voice, values and goals — translated into a precise visual language: coherent, consistent and unmistakably its own.
The process
A hand that becomes a box
The identity grew from a single gesture: a hand whose outline closes into a box — the idea of the place held in one mark. Everything is made by hand; everything leaves as a kit inside a box. The name followed naturally, and so did the palette: warm kraft and terracotta, materials that feel handmade, approachable and unpretentious.
The outcome
A complete identity system
A complete brand system, designed and art-directed end to end, with AI tools used to visualize the applications: logo, business cards, envelopes, letterhead, hobby kits and merchandise. Every touchpoint speaks the same warm, tactile language.
