Nashdi — jerusalem pride film festival

prof    Michal Sachar + Tal Sznicer

Bezalel Academy of Arts and Design / 2016

Nashdi - Jerusalem Pride Film Festival is a festival about empathy. The names of each day of the festival is a unisex name, something very common in Israel, in arabic and in hebrew. So, if names don't have gender, why worry about it? Everything was developed in the 3 official languages of Jerusalem (hebrew, arabic and english), since the subject was talking about diversity.

Academic project developed for the Cultural Branding class at Bezalel Academy of Arts and Design under the orientation of Michal Sahar and Tal Sznicer. The brief was to create the whole branding for something related to culture. In the beginning, I looked for gaps and opportunities in Jerusalem and decided to work with a subject that would be unique and relevant for that context. That’s why I decided to create an LGBT Film Festival for the city.

The festival vision is to create empathy between minorities and empower Jerusalem’s LGBT community, a small and threatened group without a big representative voice in the city. They have struggled over years to be respected and to have their rights. Jerusalem is a city full of minorities, so the point was to create a festival that truly represents this community and work as a tool in pursuit of tolerance and mutual suport between them.

The festival would happen at Independence Park because it is one of the gay cruising areas of the city and it is related to the idea of empowerment (independence). Besides that, an open air festival represent the idea of “out of the closet”. I decided to include workshops and lectures in the festival to make it something for the whole family, for all ages and people. A place where the LGBT community have voice and a lot of different people are there to see them.

During this process, I talked a lot to members of this community and their leaders, to try to understand what does it mean to be gay in the holy city and how could I translate it in a visual way. The visual elements reinforce the idea of militance and fight for rights, although it doesn’t turn the visual communication heavy and sad, since the festival is an event of entertainment and happiness. Therefore, the logo in the shape of a flag with a triangle (symbol of LGBT resistance over years) represents militance, but subtly. I chose not to use the traditional rainbow to make the festival look more friendly to the mass and to use colors with an active conceptual role in the communication, like undefined colors and gradients. The concept of projection was used in the logotype, what created different versions of it with a flag movement.

cadu bocai ––

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branding

if names don't have gender, why worry about it?

4 DAYS

6 FILMS

3 LECTURES

3 WORKSHOPS

2 PARTIES

community     diverse      eastern militant     projection    empathy

The word "Nashdi" is an abbreviation of the word "Nash Didan", which means "our people in aramaic. The Jerusalem gay community often give new meaning and recreate words from biblical times, so this reinforce the eastern side of the community.

 

As the festival's name means our people, it made sense to use unisex names for the days.

undefined colors / without gender

naming

key

words

research

“We are not afraid to be Jerusalem. We don’t want to be Europe. We mix traditional things and give them new meanings. We resignificate tradition.”

 

“The community here is very diverse, since Jerusalem is full of minorities. Jerusalem makes you militant. Not only gay people, but secular people, people that go against the obvious, are always fighting for rights. “

Jerusalem is a city of borders.

New, Old, West, East, Jew, Arab, Gay, Straight.

 

Nashdi opens the door for moments of reflection about changes, steps forward and backward around sexual diversity and life in 21th century. An out of any closet festival, breaking borders and standards, projecting the voice of who needs to be empowered.

 

Four days of open air film projection, lectures, workshops, parties and much more. But most important, full of diversity and made of people, whatever group they belong to. Nash Didan in aramaic means our people and most of Jerusalem's names can be used for men and women. So, If names don't have genders, why worry about it?

 

We select films that have the pontential to question and explore various forms of human sexuality expression, affect the contemporary gender debate and reflect a diverse world. Nashdi creates an environment that promotes change, incites thinking of new ideas, enriching tolerance and pluralism in Jerusalem’s society. It is possible to be who you are here.

 

Projecting voices.

Breaking borders.