Home Front Command Rebranding. for Advanced Branding, Ernesto Bijovsky, third year

As part of the “Advanced Branding” course, I chose to rebrand Israel’s Home Front Command. The concept is based on the idea that the Home Front Command does not necessarily need to present itself as a military unit, as it currently does, or at the very least, it should convey different values. Instead of emphasizing militarism and a sense of emergency, the new brand highlights community, protection, and social responsibility. This shift could also help build greater trust among populations that are often wary of the military, such as the Haredi and Arab communities.

The logo and the entire system of symbols are inspired by the shape of the dome - a dominant architectural element in both Islamic and Jewish traditions. The visual language, and especially the uniform design - which consciously avoids a military look - is based on light blue and white, colors that symbolize good fortune in the local culture.