Personality and Technology: Visions of a Generation of Israeli Designers

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The Gallery’s ten outstanding graduates in the field of visual communication for 2013 are young, creative people. In addition to seeing the final project they presented, it is interesting to hear their opinions on the field they are entering as professionals. At the heart of their projects are fascinating ideas, ranging from a conceptual study of how electric/electronic devices “see” objects, to a new and original use of technology that is in tune with the spirit of the digital age.

Tal Bernard Sznicer, 28, 
Kfar Sava

“John Maus”

Bezalel School of Art and Design, Jerusalem

The challenge that faced Sznicer was how to give visual expression to a composer with a Ph.D. in political philosophy who lives and works in Austin, Texas. Maus’ speech is disjointed, self-conscious and unclear. As might be expected from someone with such a personality, the music he composes ranges between love songs and screams set to electronic beats. While he was working on the project, Sznicer discovered that his lack of experience with three-dimensional software and programming languages had led him to visual discoveries that were based on malfunctions in the transition between computer programs. The unusual programs he arrived at are founded on broken designs and the fundamental shapes and colors that were produced in his experimentations.

Moran Yogev, 28, Kibbutz Dan

“One-quarter Ethiopian”

Minshar for Art, Tel Aviv

8 of 8 |
Daniel Winebush
1 of 8 |
Tamar Dovrat
2 of 8 |
Tzach Weinberg

Yogev’s grandfather, Ephraim Solamon, journeyed all by himself from Ethiopia to British Mandatory Palestine in 1947. She never knew him and her mother told her that he never talked about life in Ethiopia or about the family he had left behind. After searching for details about his past, Yogev decided to tell them using the ancient Ethiopian tradition of story-telling through pictures. Her marvelous illustrations, created through a linocut printing technique and a computerized collage, have been inspired by naïve art in general and Ethiopian art in particular. In accordance with the traditional conservative canon of Ethiopian painting, her illustrations are naïve and highly colorful with flat figures whose eyes are wide-open.

Daniel Winebush, 26, Netanya

“The world according to ….”

Shenkar College of Engineering and Design, Ramat Gan

Winebush’s final project arose from his myopia and from his desire to explore the limitations of vision under extreme conditions. The project is concerned with the manner in which limitations such as order, direction of reading, and range impinge on how we see our environment. Winebush studied four different kinds of vision, as expressed in four different electrical/electronic devices – a fax machine, an elevator, a CD reader and a barcode reader – all of which use an electronic eye whose role is similar to that of the human eye. Every device was studied as to how the electronic eye functions, as well as how images are fed to it in three different media (two-dimensional, video and three-dimensional).

Matan Lam, 28, Tel Aviv

“Twenty-two typographical experiments using new 
Hebrew fonts”

Shenkar College of Engineering and Design, Ramat Gan

Lam’s final project in the field of typographical research focuses on three Hebrew fonts designed in recent years with the help of digital media: Danny Meirav’s Glass of Milk, Yanek Iontef’s Aduma and Oded Ezer’s Shalvata. Lam studied the physical features of the fonts and their existence as objects in space, and in a blog he documented the preparations he engaged in for the experiments. In addition, he collected the photographs for a series of three impressive books, each dedicated to a different font and each presenting the experiments with that font and the conclusions of those experiments.

Nimrod Dado, 28, Tel Aviv


WIZO Haifa

The animation keyboard that Dado created for his final project is an original interactive musical instrument: a keyboard connected to an application. Dado sought to add a visual dimension to a musical creation played in real time, and wanted the products of the merging of the visual and the musical to remain after the music had been played. To create a system that would include movement and sensations that would continue to develop over time, he chose elements from the urban world and gave them graphic interpretations. Each note is responsible for a family of animated objects – such as buildings or vegetation – and adds one of these objects to a different part of the city. The musician sees the city undergoing processes and changes; in the end, the musical creation that was played can be viewed in its own documentation.

Inbal Lapidot, 26, Tel Aviv

“A priori”

Holon Institute of Technology

For her final project, Lapidot created a visual philosophical magazine entitled “A Priori.” This is a quarterly whose target population is people interested in design, art and philosophy. Each issue focuses on a different philosopher, whose works are expressed visually alongside the original texts. The first issue is dedicated to Seneca, a Roman philosopher, who nearly 2,000 years ago wrote “De Brevitate Vitae” (On the Brevity of Life). The project includes the first printed magazine, which contains more than 180 pages, an iPad version, various branding details and a proposal for future issues.

Tsach Weinberg, 25, Jerusalem

“Dust and needles”

Bezalel School of Art and Design

Weinberg, who grew up in Meitar, a town not far from Be’er Sheva, relates how as a child he regarded the European needle trees surrounding his community as perfectly normal, despite the surrounding desert. As he grew up, he realized that the link between forest and desert was not matter-of-fact. That was how “Dust and needles” was born. This is an original, intriguing comic-book story that he has produced for iPads. Weinberg’s original use of the digital format expands comic book art’s traditional range of tools and enables manipulations of time and atmosphere that cannot be done in print.

Rotem Azrad Malka, 28, Kiryat Ata


WIZO Haifa

Azrad Malka chose to focus her final project on the subject of the wedding day and the preparations for it. She discovered that the preparations included intensive arrangements, heavy expenditures, quarrels, pressure and last-minute touches that can turn a wedding into something quite unbearable. Azrad Malka illustrated brides from different cultures on their wedding day; on each of the brides, one can clearly see the signs of stress, suffering and nervous intensity. The work was carried out in a pencil-and-perforations technique.

Rotem Fisch, 27, Jerusalem

A new branding for the Jerusalem Botanical Gardens, Givat Ram campus, Hebrew University of Jerusalem

Bezalel School of Art and Design

In her final project, Rotem Fisch examines the visual contexts of the botanical world in different cultures: luxurious flowery patterns on textiles from Europe, decorated tiles from the Middle East, vegetative ornamentation on Persian rugs, and more. In the project’s branding products – a series of posters, a website, a package for flower seeds, a wooden sign, a map and a newspaper ad – viewers experience a process of discovery and renewed perception of nature and the visual culture that surrounds them. The typography is influenced by Jerusalem street signs from the period of the British Mandate.

Tamar Dovrat, 29, Ramat Gan

“The model and the illustrated pattern”

Shenkar College of Engineering and Design

Dovrat explores the world of patterns through three collections of illustrated wrapping paper using motifs of Africa, the forest and Tel Aviv. Dovrat focused in her visual research on different types of patterns that range from simple, standard patterns to complex, conceptual ones. In addition to the wonderful wrapping paper on which the illustrated patterns appear, she has designed packages that include a greeting card, an envelope and matching stickers. In her research, she studied the external importance of the wrapped object: How it is presented, what is concealed, what is revealed and what it conveys.

Class of 2013 (from left): Dovrat, Weinberg, Yogev, Lapidot, Dado, Fisch, Sznicer, Winebush (on floor), Lam (standing), Azrad Malka. Photos by Ilya MelnikovCredit: Ilya Melnikov

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