Project Even Dereh (Hebrew for “milestone”) is the national soil remediation project, that was created in order to make polluted soil habitable again, mostly in the country’s centre. The project is run by the governmental environmental services company.
The brand strategy we built for Even Dereh is the result of a comprehensive review of the field in Israel and around the world, and of quantitative studies. Research showed the general public is wary of these sort of projects, both because of the inconvenience in living next to a construction site, and because of the fear of “losing” public spaces to private hands and interests.Which is why we had to create a brand identity that neutralises fears, and emphasises the national, greater good aspects of the project.
The name Even Dereh creates multiple layers of meaning – first, the stone as a physical object that emphasises the earthly manner of the work, second – “milestone” as real part of one’s physical journey and in one’s metaphorical journey through timelines.
The visual identity is base on the ongoing line that represents that line in time and space, on big typography, and on the brand’s mascot – Avni, the hardworking humanised ant, that was created in order to communicate the company’s messages in a friendly direct manner to all age groups
The visual identity is base on the ongoing line that represents that line in time and space, on big typography, and on the brand’s mascot – Avni, the hardworking humanised ant, that was created in order to communicate the company’s messages in a friendly direct manner to all age groups
Which is why we had to create a brand identity that neutralises fears, and emphasises the national, greater good aspects of the project
The name Even Dereh creates multiple layers of meaning – first, the stone as a physical object that emphasises the earthly manner of the work, second – “milestone” as real part of one’s physical journey and in one’s metaphorical journey through timelines.
