Rothschild Continues to Herzl –
With its fresh, youthful vibe, this innovative European-style residential complex presented a unique challenge that transcended eras. Herzl Street, constrained by weighty historical significance and modern industrial associations, is rarely thought of as a home for upscale residential developments. We undertook to reinvent the Herzl narrative, accentuating its modern evolution while allying it with nearby Rothschild Boulevard – the iconic face of upscale Tel Aviv, and one of the most expensive streets in Israel. Our branding strategy foregrounded Herzl Street’s strong urban identity – vivid, colorful, and boldly contemporary – alongside images of prominent figures from Tel Aviv nightlife, with the slogan “Rothschild Continues to Herzl” positioning it as the new Rothschild Boulevard to inspire the next generation of visionaries.