Nachlat Binyamin, Tel Aviv
Perpetually bridging the old and the new, Tel Aviv is a dynamic modern city with a rich century-long heritage that today is being given new life by breathtaking preservation projects like Benjamin. This three-building residential complex faithfully recreates the zeitgeist of the 1920s while seamlessly blending into today’s sophisticated urban fabric. We undertook a branding process with the goal of not only combining old and new in the logo and graphic language, in line with the project’s unique architecture, but also motivating rapid sales. This urgency was addressed by developing a distinctive campaign with messaging that highlighted the scarcity of quality residences, as well as the rare opportunity to buy such artistic apartments: “For everyone who missed out in 1927…” The more things change in Tel Aviv, the more they stay the same, and this timeless concept was an inspiration to many eager buyers.