Art Direction, Editorial Design & Exhibition Concept
Yoffi Sheli Israel was a large-scale cultural project celebrating Israel through art, personal stories and visual communication. As Art Director, I developed the creative concept, visual identity and complete editorial design for the project.
The central idea was built around letters and postcards sent to an imaginary friend. Each participating artist contributed an artwork that became part of a personal visual message about what they love about Israel and why.
Role
Art Director · Creative Director · Editorial Designer
Scope
Creative Concept · Art Direction · Catalog Design · Editorial Design · Exhibition Design · Visual Storytelling · Presentation Design
I created the full visual language of the catalog, combining artworks, letters, archival-inspired typography, stamps and postal graphics into one coherent narrative. The project expanded into a major presentation and international exhibitions in several countries, creating a strong cultural story across print and physical exhibition spaces.
The Result
Art, personal stories and design — connected through a shared love for Israel.
PeresArtGroup 