Nashdi - Jerusalem Pride Film Festival is a festival about empathy. The names of each day of the festival is a unisex name, something very common in Israel, in arabic and in hebrew. So, if names don't have gender, why worry about it? Everything was developed in the 3 official languages of Jerusalem (hebrew, arabic and english), since the subject was talking about diversity.
The brief was to create the whole branding for something related to culture. In the beginning, I looked for gaps and opportunities in Jerusalem and decided to work with a subject that would be unique and relevant for that context. That’s why I decided to create an LGBTQ+ Film Festival for the city. The festival vision is to create empathy between minorities and empower Jerusalem’s LGBTQ+ community, a small and threatened group without a big representative voice in the city. They have struggled over years to be respected and to have their rights. Jerusalem is a city full of minorities, so the point was to create a festival that truly represents this community and work as a tool in pursuit of tolerance and mutual support between them.