How it all began
We started out in Jerusalem as the managers of a nightclub called Haoman 17. We put on parties and mainly just enjoyed life. Eventually, as we were studying design at the time, we began designing the nightclub's party invitations (this was before Facebook..). By our fourth year of studies we were already working with several clients who had agreed to take the plunge with us (these included Aroma, Reshet and Goldstar). In 2009 we completed our studies and opened an office in Tel Aviv. We didn't know much at first (and we actually made some mistakes..) but we were always passionate and we truly believed things could be done in a different way. Here are some values we've embraced along the way to guide us in our work:
First and foremost, every brand must create an experience for its customers. That's easier said than done. An experience is achieved by investing (both financially and emotionally) in dozens and sometimes hundreds of contact points, which combine to form a whole that's greater than the sum of its parts. Experience.
Brands appeal to people, and people have feelings. To understand these feelings, one needs to get out and walk among people, spend time talking with them and looking at them. This cannot be done from an office on the 35th floor.
We prefer to be on the bright side of life. We deal with experiences, forms, scents, sounds and movement. We're not brain surgeons and we try not to take ourselves too seriously. We have fun and we're joyful and passionate about our work.
You have to persevere on your path. It may be difficult, boring or stressful at times, but if you persevere and stay true to yourself, the value of the brand will rise. Guaranteed.
A brand must have an agenda that's expressed in a unique and uncompromising way. Our job is to build brands that know how to express their own agenda, so that they are recognizable and differentiated from their competitors.
By applying all of the above, we are able to create high economic value for our brands.
Openis a state of mind. It's an approach that says – be open, there's more than one way, one method. In today's world there is no longer any separation between the various forms of media, and the traditional definitions of branding, advertising and the internet don't really work anymore. Every brand has its own needs, audiences and goals. Our job is to provide a relevant solution and implement it in the most creative way that's best suited to the brand.