As part of the revival of the Old City, the Ariel production company has initiated a cultural event intended for the general public from all over the country and for all ages. This event included song and music groups performing into the night, while tourists from Israel and abroad were enjoying the fun.

The Challenge:
Going to the Old City? At night???

Until the Sounds of the Old City events had begun to take place, tourists were reluctant to walk through the streets of the Old City at night. There was no real reason for this, other than the fear of the unknown that had made an impact.

Our Solution:
Just like in many previous projects, we’ve provided an all-encompassing strategic solution in an attempt to position the Old City nighttime events as a quality tourist attraction. The solution included a broad-range directional signage system and a unique graphic style created specifically for the festival, setting it apart from events taking place at the same time.