The Bursa district in Ramat Gan is the largest business area in the country in terms of the number of people working in it, and it is ideally located both in terms of its geography and in terms of transportation accessibility. At the same time, despite having its great potential evident to all, the Bursa district suffered from a negative image and desperately needed to a change – and to communicate that change with a terminological switch: from grey to silver, from noisy to crowded, from scary to intriguing, and from sleazy to sexy.
The strategy was to use the existing strengths of the district – a large crowd of employees and visitors of its office-buildings and shops that are already there during the day, and through advertising, branding, and proactive actions during the day – expand the activity of the district to the evening and night time.
The entire brand identity concept is bringing together the district’s contrasts, which we have identified as “the upper Bursa” and the “lower Bursa” – day versus night, diamonds and luxury versus factories and urban roughness.
The same theme is also reflected in the logo’s layout, which consists of combined typographic layers, and in the horizontal division of grids that creates levels – referencing the gap between what’s going on down at the Bursa’s street level to up in its skyscrapers, and in the photographic language that includes matchings of different textures from the district. As to the graphic elements of the language, the two most prominent components are the stencil style headline font we created for it, and the graphic pattern created as a kind of graphic simplification of the dynamic and lively nature of the district.
t the same time, despite having its great potential evident to all, the Bursa district suffered from a negative image and desperately needed to a change – and to communicate that change with a terminological switch: from grey to silver, from noisy to crowded, from scary to intriguing, and from sleazy to sexy.
The entire brand identity concept is bringing together the district’s contrasts, which we have identified as “the upper Bursa” and the “lower Bursa” – day versus night, diamonds and luxury versus factories and urban roughness.
The graphic pattern created as a kind of graphic simplification of the dynamic and lively nature of the district
