Selected Work · Brand + Mobile Experience
HATACHANA
Visual identity and mobile experience for guided tours inside Tel Aviv’s Central Bus Station — designed to make a complex urban space feel more accessible, curious and inviting.
Brand Identity
UX/UI
Illustration
Mobile
Project
Academic concept
Focus
Guided urban tours
Deliverables
Identity · App · Illustration
Location
Tel Aviv Central Bus Station
02 / Context
A COMPLEX PLACE.
A CLEAR WAY IN.
The Central Bus Station is a layered, overwhelming space. The challenge was to create an experience that could help visitors feel oriented while also encouraging curiosity and exploration.
The solution combines a distinct visual identity with guided mobile flows, illustration and clear information hierarchy to make discovery feel approachable.
03 / Visual concept
URBAN.
BOLD.
HUMAN.
The identity mixes industrial cues from the station with playful color and character illustration, creating something that feels local without becoming heavy.
01 / Color
YELLOW
AS A
SIGNAL.
03 / illustration
CHARACTERS
BRING LIFE.
02 / Contrast
BLACK.
WHITE.
DIRECT.
04 / Identity system
A VISUAL LANGUAGE
YOU CAN NAVIGATE.
Typography, color, icons and illustration work together like a wayfinding system — simple enough to guide, expressive enough to feel memorable.
Icons
Graphic language
05 / Illustration
PEOPLE MAKE
THE PLACE.
Illustration adds personality to an otherwise dense and industrial environment, making the experience feel warmer and more welcoming.
06 / Mobile experience
FROM ARRIVAL
TO EXPLORATION.
Each format was adjusted to its context while keeping the campaign’s hierarchy, imagery and overall visual tone connected.
07 / User flow
LESS FRICTION.
MORE DISCOVERY.
01
Join
Simple onboarding and registration flow.
02
Explore
Create reusable layouts that work across multiple product types.
03
Choose
Review tour details and select the experience that fits.
04
Book
Complete the booking and get ready to explore.
08 / Outcome
A BRAND THAT
GUIDES YOU
THROUGH.
Clear navigation
A simple hierarchy helps users understand where they are and what comes next.
Distinct personality
Bold color and illustration make the experience recognizable and approachable.
Connected system
Identity and interface share one visual language instead of feeling like separate outputs.