Meeting in the Old City

Over the years, the municipality of Be'er Sheva has worked to enhance the reputation of the Old City, restoring its charm as both a leisure and residential area. ״Welcome״, a real estate development company, took the initiative and launched a magnificent and diverse real estate project appealing to selected target audiences, including young people (students, couples), as well as tourists (domestic and foreign). The project features a mix of uses, including small residential apartments, guest accommodations, shared workspaces, a pool, a gym, and a commercial floor with shops and cafes. Our key insight is that the project serves as a central hub, bringing together diverse people through various experiences. From this insight, we developed the project’s name, Mingle, and the brand's guiding concept, "Meeting in the Old City." The brand concept includes several elements, such as a "text bubble" representing connection and conversation, patterns symbolizing the link between the city and the desert, and a diverse color palette reflecting the variety of people and uses in the project.

Team:
ThePPL
Strategy - Hila Ozer