Conceptual branding for Citruss, an employment Fare for Russian Speaking Media Professionals.
THE MISSION
In the wake of the war in Russia, a substantial number of Russians and Ukrainians, many of whom are professionals in the film and TV industry, have immigrated to Israel. They often struggle to find employment due to their unfamiliarity with Israel's industry, which primarily operates on a word-of-mouth basis. This opportunity serves as a vital chance for them to connect with producers, schedule future meetings, and secure job offers.
The brand name "Citruss" (with an intentional misspelling) serves as an invitation for the newcomers to remain proactive and optimistic, encouraging them to make the best of their new Israeli circumstances and turn lemons into lemonade.
The design goal for the Citruss fare was to create a vibrant and engaging brand identity that sought to create a welcoming and stimulating atmosphere that would facilitate professional opportunities and integration. The Soviet-inspired cartoon-style typography, combined with Saul Bass-inspired cut-out film-themed icons and a bold color palette of red and orange, aimed to capture the historical and cultural roots of the event's primary attendees while reflecting the creativity and dynamism of the film and TV industry.
This is a portfolio project. The ambiance photos were sourced from the Tel Aviv Student Film Festival.