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JEWISH CULTURE FESTIVAL

THE FESTIVAL IN KRAKOW IS THE LARGEST PRESENTATION OF JEWISH CONTEMPORARY CULTURE IN THE WORLD. HOW CAN WE CHANGE ITS PROMOTION SO IT STILL RESPECTS JUDAISM, BUT FOCUSES MORE ON THE ART? WE WANT TO SHOW SECULAR-LIBERAL-JEWISH-NATIONALISM OPPOSING-MUSIC-ENTHUSIASTS THAT THE EVENT IS MORE THAN A JEWISH GATHERING.
 

MEDIA
Print, OOH, Digital

ROLE
Designer

A WARM THANK YOU
Chaim & Aviva Typeface - Zofia Janina Borysiewicz

Project for Masters in Visual and Digital Media, IE University, 2022

Our target audience oppose nationalism and doubt the significance of global Jewish unity and belonging. They feel the event focuses on tradition and religion.
 

JCF is more than that, and consists mainly of musical performances. This is the first time the festival is presented in a style of a music festival poster (with a proper lineup, for example).
 

The design pays respect to tradition with subtle signs of Judaism. An unnoticed Star of David is used as the grid for the backgrounds color. The chair also represents the WWII monument in Krakow. The font is a modern take on one of history's most used fonts in Hebrew print; "Chaim".
 

Some letters in the text are swapped with Hebrew letters. The festival's lion, dancing on the chair gives a sense of overcoming, growth and liveliness. These playful contrasts between old and new, traditional and modern, are what the Jewish Culture Festival is all about.
 

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