STRATEGY
BRANDING
UX UI
From school to talent agency: a complete rebrand of an arts institution, including the creation of an informative and expressive promotional website
Each department in the school is its own world. The challenge was to let every world shine in its own way, while shaping a visual language that ties them all together into something distinct, bold, and memorable. A graphic language designed to speak both to parents (Boomers) choosing the school, and to the students (Gen Z) who shape the energy and spirit behind each department.
The initial brief was to create a new website that tells the story of Telma Yellin School.
A high school unlike any other in Israel, its story deserved a digital presence that reflects its singular character.
The Journey
01
Research and challenge definition
After initial interviews and extensive inspiration research, the main challenge became clear: Telma Yellin speaks to two very different audiences.
Parents are looking for structure, professionalism, and a demanding academic framework that can nurture artistic excellence. At the same time, the school must appeal to students - young creatives searching for self-expression and a place that allows their identity to take shape.
Our starting point was to define the exact intersection between these worlds: a brand language that balances creative freedom and curiosity with discipline, rigor, and professional standards. This balance became the foundation for both the branding and the digital experience.
02
Two Strategic Directions
Based on this understanding, we presented the client with two distinct directions -
not only in visual language, but in the overall approach to the website structure and user flow.
The first direction placed parents at the center. This approach emphasized the school’s values, academic rigor, and professional framework. The homepage flow was built around the school’s activity and educational process, opening with a brand film that presents the student journey alongside the faculty and professional team.
The second direction shifted the focus toward the students. Here, the website was structured around the different departments and their unique worlds, with clear and intuitive navigation that allows prospective students to explore the fields that resonate with their personal interests. Each department received a distinct visual expression, making its creative identity immediately clear and accessible.
03
Execution & Brand System
Once the concept and visual direction were selected, we moved into developing the full visual language and designing the website end to end. Rather than starting with a traditional brand book, we began by designing the final product itself.
This hands-on approach allowed us to identify real, practical needs early on, and to shape a brand story that was both more precise and easier to apply.
From there, the visual language was extended to additional touchpoints, including print materials and a more marketing-driven presence for social platforms. Only at the final stage did we consolidate everything into a single brand book - bringing together clear guidelines alongside the complete set of brand assets and derivatives.
