[ creative direction ]
[ visual identity ]
[ tone of voice ]
[ marketing materials ]
[ social media ]
[ motion design ]
Client
Anat Kertes - Proffetional literature editor
Challenge
Creating a visual identity that reflects a delicate balance of values: the art of writing as something exciting, fresh, and engaging, yet deeply respectful of the medium; Intimacy and human connection that Anat fosters with the writers, alongside the professionalism she brings to every project.
Brand Values
The following points emerged from a questionnaire with Anat regarding herself, her brand, her business aspirations, and what sets her apart from other content editors:
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Anat views her editing work as a delicate art form. She specializes in transforming raw text into something polished, engaging, and articulate.
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She focuses on preserving the writer's voice while infusing the language with a quality.
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She excels at fostering communication with trust and respect - both toward the writer and the text.
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She possesses the professional knowledge and tools to help people fulfile their text's potential and elevate its quality.
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She aims for a seamless workflow and ensures that pricing reflects the level of investment involved.
the creative prossece
Throughout the process, a research question has come to surface: how can you design something using itself? How can language be transformed into an image of itself, using letters to reveal the rich worlds created through the craft of writing?
The journey was paved with experiments, explored directions, and discarded ideas...
Above all, I realized that Anat is not merely a content and literary editor, but someone for whom the written word is a source of curiosity, fascination, and excitement- and that is what I want to embody in the design.
the solution
A visual concept was born: living text, printing in motion.
With Anat’s help, we will unlock the full potential of your text, bringing it to life and ready to be published.
I created a live typography tool using "brik ai", that merged the two motifs - letters and image - together.
The leading tagline: Your words, my eyes.
"חוץ מהעניין שיש בעלילה, יש עונג משפה שכתובה טוב".
מתוך דיאלוג ומחקר על ערכי המותג של ענת.
Logo
The logo was born from a decision to use letters as a central motif in the visual language and to create an image from them. The image I chose was the eye - a concept that had been "hovering" in the creative space from the start through various idioms (a professional eye, a good eye, seeing eye to eye), alongside the letter Ayin (ע), which is prominent in the business.
Color Palette
The palette was chosen to provide a counterpoint to a medium so strongly associated with black and white. It gives expression to the stirring prism through which Anat views her work. At the same time, the colors remain solid; each color embodies a distinct emotion.
[ Print ]
[ Humanity ]
[ Individual ]
[ Curiosity ]
[ Passion ]
[ Spirit ]
[ Proffetional ]
״אפשר להיעזר ב- AI, אבל בסוף בשביל שייצא משהו אמיתי ומקצועי, בטוב טעם וייחודי - צריך את הבנאדם.״
מתוך דיאלוג ומחקר על ערכי המותג של ענת.
Tecniques
I decided to incorporate textures that evoke the realms of print and craftsmanship, subconsciously reinforcing the need for human connection in the creative and editing process, as opposed to solutions like AI.
Icons
created based on the logo's grid.
Typography
I chose Frank Ruhl Libre as the brand's primary typeface. This choice is directly linked to the literary medium, as Frank Ruhl is one of the most common and classic typefaces used in Hebrew books.
I chose Arial as a complementary sans-serif font, primarily for digital use. I selected it precisely because it is so strongly associated with the default font in word processing software like Word.
