Joanna Landau is an expert in country branding, passionate about Israel, and fascinated by the nexus between the two: how to leverage Israel’s competitive advantages and share its story with the world. Author of the best-selling book, “Ethical Tribing: Connecting the Next Generation to Israel in the Digital Era,” she's a consultant and speaker about place branding, Israel’s soft power, and the unique challenges Israel faces when building its global reputation, especially online.
The task? Building a brand that would encompass Joanna's unique niche, expertise, and personality.
We started with Brand Strategy, delving into Joanna's story - where she comes from, what drives her, and how she got to where she is today. We looked at when her work felt like more than "just a job," how she wants to make others feel, and ultimately, the impact she wants to make on the world.
Once Joanna's values and goals were clear, we developed the Tone of Voice that would allow her to consistently communicate her personality and messages to her audience. Joanna's unique voice helps her establish credibility as a thought leader - without being boring and overly academic - while simultaneously building trust and relatability with her Next Gen audience - without being too young or casual.
As the conversation evolved we looked at her personality:
Joanna Landau is an expert in country branding, passionate about Israel, and fascinated by the nexus between the two.
Joanna shines a new light on important and complex topics with inspiring storytelling, up-to-date academic research, out-of-the-box solutions, and, of course, a touch of humor.
With the Brand Strategy and Tone of Voice in place, we moved on to Joanna's Brand Identity.
Our Creative Direction was "Formal with an Edge" - think sans serif fonts with unexpected or hidden details to represent Joanna’s ability to see things others might not. A contemporary classic look with a twist, and a more feminine palette to soften the look without feeling girly.
We set out clear guidelines for all of Joanna's branded content. It should...
Look like - sleek and minimal modern architecture. Impressive and stops you in your track.
Sound like - the buzz of a busy co-working space. People tapping away at their laptops, coffee machines grinding coffee, and milk being steamed – creative energy all around.
Taste like - a freshly made and perfectly balanced margarita - with strong citrus notes, a salty rim to keep you on your toes, and always packed with a punch.
Smell like - Channel No.5, leaving an unforgettable impression.
Feel like - walking into a high end, contemporary restaurant for their ten-course tasting menu. Sophisticated anticipation.
We developed a colour palette that would support and align with the Brand Strategy.
It portrays Joanna in ways that are simultaneously direct and subtle. The focused and bold application of colour conveys confidence and decisiveness.
The orange symbolizes Joanna's creativity, openness, and enthusiasm. The navy represents trust and stability, giving the palette a sophisticated edge. The white indicates simplicity and purity, and the lavendar represents calm and friendliness, giving the brand a feminine touch without being overly girly.
When the colours are used consistently and according to these guidelines, they ensure her communications are recognisable and distinctly Joanna – playing a critical role in building her brand.
The distinct colour palette, including creative orange and trustworthy navy, reflects Joanna's brand personality.
We developed the Joanna Landau logo suite from a sleek and modern base font - easily legible with sophisticated details. We went for a balanced combination of sharp right-angled corners and perfect curves to represent the harmony between Joanna’s authority and approachability.
The sleek and modern logo suite strikes a balance between authority and approachability.
We created an alternative logo to be used when space is restricted or as a additional brand mark when the main or secondary logo are the main focus. At times, this logomark can also be scaled and used as a background.
The brand icon style aligns with the overall brand system and supports Joanna's messaging of conveying concepts with simplicity and clarity.
Joanna Landau's brand icons and patterns enhance her brand's visual allure, while infusing her narrative with depth.
Patterns draw attention to a particular area of content or design. This brand system includes a selection of flexible elements that represent the Joanna Landau brand. We drew the elements from Joanna's core identity, but they are distinct, so that they can be used to support the logo, without detracting from it.
We created a simple secondary pattern based on morse code for ‘JL,' which represents the messages and stories Joanna shares. It's also a nod to her ability to notice details that other may not. This pattern can be repeated and used as a background or used as a divider / brand asset across both printed and digital items.
We chose Nohemi and Halyard as the brand fonts, as they're both balanced styles which are contemporary and easy to read. Nohemi has a little more character, which is perfect for headings and bringing additional personality without distracting from core messaging.
Joanna Landau is confident in her message and considered and direct in her choice of words. This must always be reflected through design layouts. No faff or unnecessary extras - just straight and to-the-point clarity. We used her brand assets to cleverly direct the user and create strategic visual interest.
The following pages provide a guide to creating clear, on-brand presentation decks.
Joanna Landau's presentation design is clear, direct, and focused on delivering key messages.
Joanna Landau is straight talking yet approachable. Her brand must always be presented clearly and professionally. Brand assets should be used strategically to create visual interest, but they must not become the focal point or overwhelm the design. Brand assets are there to enhance the message and direct the viewer / reader.
The images below showcase examples of the visual brand in use, to be used as inspiration when creating additional branded content.
"Working with HiPitched was an invigorating process which really encouraged me to rediscover my story and how and why I wanted to share it.
The clear timeline was accurate and reassuring, and Avital was consistently on hand to offer help, advice, and comfort along with professionalism.
She always ensured we used the right people for each element of the project, and her connections and suggestions were spot on.
I’m thrilled with the results of her work and truly feel she is a cut above every other service provider I’ve worked with in Israel."
