Background 
The JTMT promotes the public and private transport systems of the city, optimizing and adjusting them to fit the changing needs of the city and its residents. One of the team’s flagship projects was the establishment of the Chords Bridge at the entrance to the city. This bridge is the only one of its kind in Israel and one of the most unique in the world. Designed by the extraordinary architect Santiago Calatrava, this bridge is both magnificent and practical, as it regularly serves the passengers of the light rail.

The Challenge
How do we turn miserable traffic jams into civic engineering pride?

Both locals and commuters experienced difficulty working around the transport infrastructure construction in the city. The establishment of the bridge, which was considered a large-scale engineering project, was a milestone in this challenge.

The Solution
There’s nothing else like it.

We used the structure of the bridge, with its own uniqueness and concept to brand and position it as one of the most beautiful and spectacular bridges in the state of Israel and around the world. The spirit behind the brochure design had provided a sense of professional pride for the JTMT as well as the city’s residents.