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Concept Evolution


The "Hatahana" project was initiated by the Tel Aviv Municipality to rejuvenate the historic Old Tel Aviv Station (HaTachana).
This once-bustling transportation hub is a significant landmark with a rich cultural legacy.
However, the site had become underutilized
in recent years.
The project aimed to breathe new life into the station by introducing modern activities, events, and experiences while preserving
its historical charm.

The branding and app were developed to connect visitors with the station’s offerings
cultural events, markets, art installations, workshops, and more encouraging the community to rediscover this iconic space.

Campaign Design


The campaign design started with research into the station’s historical
and cultural significance.
The branding process focused on honoring its heritage while making it relevant
to today’s audience.
All design elements were tailored to seamlessly transition from physical space
to digital platforms.

Key Features and Innovations:

Interactive App Design:
Provides visitors with real-time event updates, interactive maps, and exclusive content about the station’s history.

Wayfinding System:
A cohesive set of on-site signage and digital directions ensures effortless navigation.

Dynamic Visuals:
Video animations and AR experiences within the app bring the station’s story to life.

Challenge:
Maintaining historical authenticity while modernizing the brand.

Solution:
A curated blend of vintage textures, earthy colors, and contemporary typography to bridge the old and the new.

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Brand Identity


Hatahana embodies community, culture,
and connectivity.
The brand is approachable yet sophisticated, aiming to bring people together while respecting the station’s historical legacy.

Visual Identity Elements:

Logo:
Inspired by the station’s architectural details, featuring a modernized silhouette
of the iconic building.

Imagery:
Combines archival photographs with contemporary visuals,
creating a rich narrative.

Primary Colors:
Deep navy and sandstone, evoking a sense of history and stability, complemented by vibrant teal for a touch of modernity.

Typography:
Serif fonts for headlines to evoke heritage, paired with clean sans-serif fonts for body text to ensure readability.

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Product design


The app was designed to act as a digital gateway to the station, offering users comprehensive information and
interactive features.
Starting with user personas and wireframes, the process involved multiple iterations based on user testing to ensure
a smooth experience.

Key Features and Innovations:

Event Planner:
Users can save and schedule activities, receive notifications, and share plans
with friends.

Historical Insights:
Integrated AR features allow users to view the station’s transformation over the decades.

Sustainability Focus:
Paperless ticketing and promotions align
with eco-friendly values.

Project Gallery

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Brand Design
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Project Overview

The "Hatahana" project revitalized the Old Tel Aviv Station, turning it into a hub of activity and culture.
Through a cohesive campaign identity and an engaging app, the project successfully blended the station’s historical charm with modern functionality, creating a space for the community to connect and thrive.

Client Objectives:
The Tel Aviv Municipality aimed to transform the Old Tel Aviv Station into a vibrant cultural and social destination while preserving its historical essence.
The objective was to increase footfall, promote community engagement, and make the station a must-visit attraction for locals and tourists alike.

2024 3 Months Hatahana Branding, UXUI, Design
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