The National Library of Israel // The Challenge
A Gateway to Israeli Culture
The National Library was founded in 1892. It is the national body entrusted with collecting, preserving and sharing Israel's cultural treasures. The doors of this distinguished institution are open to a wide range of new audiences, creating value and connections to sources of knowledge, some of them one of a kind in the entire world. With the move to the new library building, our goal was to map the National Library's brand assets, define a vision and mission relevant to the digital age and, in effect, connect an old world with a new one.
The big challenge - how do you connect an ancient world of content with a new consumer world?
The National Library of Israel // The Solution
Connecting Old and New
We talked a lot about culture, but quickly realized this isn't a museum or a silent nature reserve, but an intellectual town square with timeless content beating at its heart: manuscripts, research, music, preservation and active, breathing regional cultural creation. We defined the brand as a meeting ground for traditions, religions, sound and image, deep research and enjoyment.
The brand opportunity came from connecting past and future, and that's where the creative concept was born - reviving the Proto-Canaanite script, the first documented typeface - the origin of today's written languages. From this revival came an iconic language that solves the challenge - connecting past, present and future.
