Background
The Jerusalem Botanical Garden is considered by many to be a hidden gem in the heart of the city. The city residents tend to visit the garden but tourists are hardly familiar with it. One of the ways to attract a new crowd is to create anchoring cultural events that take advantage of the location and area of the garden.

Our Challenge and Solution
So are we going to see butterflies or not?

Nature lovers heard about the exhibition and attended happily. But how do we attract a larger audience, not only from Jerusalem? Butterflies are the universal language of beauty, freedom and aesthetics. The graphic language communicated these issues exactly and conveyed the message that the exhibition is open to everyone.