During the last decade, Machol Shalem has been operating in Jerusalem, providing professional assistance and guidance in all aspects of creative artistry for independent artists, for the benefit of the audience and the development of Jerusalem’s cultural and artistic life. Alongside its ongoing activity, the organization also produces a yearly international dance festival, The Jerusalem International Choreography Competition and The International Dance Week which aims to promote local independent dance pieces and international co-operations, residency programs and artists’ exchange programs. Among the participating artists in The Machol Shalem International Dance Festivals over the years are some of the most famous and influential figures in the dance field throughout the world.
Our first challenge was the name "Machol Shalem Dance House" which was too long, hard to pronounce and without any international approach. We have created the MASH brand and logo and gave it a current, young and vibrant look, that represented the idea and performances of the dance house in a perfect way. Another big challenge was to create a flexible "umbrella" brand that could contain special sub-brand like events and shows.
As a first step, we decided to merge all of its assets under one big umbrella house. Next, we created the new intuitive and responsive website, then came the stationery, posters, mailers and newsletters and more to establish the base frame of the brand.