Client
Itrek
Industry
Education
Skills
Brand Strategy | Visual Identity | UI/UX
Hearts and Minds
How do you explain Israel to someone who knows nothing about the country? It’s probably one of the most oversimplified and misunderstood places in the world. Many believe the path to winning hearts and minds is through people’s eyes and ears. To do that, you have to let people experience the country from up close. and post it to relevant platforms.
Peer-Led Treks
Itrek’s mission is to expose future leaders around the world to the country’s vibrance and complexity by organizing peer-led professional “treks” to Israel for graduate students. It started out as a two-person operation focusing on business schools; but over the years, the non-profit organization broadened its outreach to other professional disciplines, expanded its relationship with universities, and added staff.
Fragments of Perspective
To better communicate that new brand identity to participants, leaders, and donors, the organization shed its original name, Israel & Co. “Itrek” conveys the idea of people from all over the world, each with their own perspective, coming together to learn more about Israel. We designed a new logo that combines an eye — through which we experience the world -- with Israel’s mountainous landscape. The itrek brand design language pulls images apart into visual fragments and reassembles them in a way that represents a new take on the original image.
