Community centers (Matnasim) and youth centers have existed in Israel for many years, dating back to the early days of the state. However, for quite some time, teenagers have perceived them as inferior, boring, and mostly "old" hangout spots. Therefore, the goal of this project is to transform the community center into a young, kicking, innovative, and cool youth hub a place teenagers will actually look forward to visiting and spending time in.

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The creative springboard for this project is bringing youth centers to the center stage and shifting the public perception of them. This will be achieved through rebranding, graphic design tools tailored to the teenage target audience that speak their language, and the integration of new educational and cultural content.

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The graphic and design language will be influenced by street culture, energetic youth music, and hand-drawn calligraphy inspired by hip-hop tags and graffiti all given a unique Israeli interpretation. This approach stems from the understanding that this visual style will catch the youth's attention, help them connect with the space, and make them want to be a part of it.

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The educational and cultural content will also be delivered in an engaging, youth-friendly manner, avoiding the critical or didactic approach they are used to in school. In addition, the teenagers will be exposed to the greats of Israeli culture and music through trailblazing young artists who will mentor and guide them.