Located at one of the busiest junctions in Central Israel, Midtown Tel Aviv combines commercial, residential, office, entertainment and hospitality buildings, in a single complex, with an urban courtyard – Midtown Square – a thriving space that connects thousands of people of different communities daily

Branding, Visual Identity, Way finding signage, Advertising

The dynamic grid, inspired by city center urban rhythms, a juxtaposition of multileveled traffic of tens of thousands of daily users, with endless meeting possibilities. With them, our branding process took into consideration the local community – Midtowners – a community of urban residents that live to the beat of the city. Just like them, the creative system is flexible, rhythmic and energetic, while, at the same time, knowing how to take a break and smell the morning coffee, listen to a live concert, or have dinner at a fine cuisine restaurant. The brand identity was implemented around the complex, its fences, parking lot and surrounding walls, as well as its digital communication