Walls Worth Collecting
Mifal Hapais Council for
the Culture and Arts
Branding
Murals
Lemala (Upwards) is a nationwide mural initiative spanning thirty municipalities to bring monumental works and colour to public spaces in the periphery. We approached the branding as a series of collectible trading cards, creating a playful journey that connects the diverse locations.
The game card visual identity uses super-bold typography inspired by 80s comics and a high-saturation palette to deliver a poppy and fun theme, treating each location as a unique card in the deck.
To root the project in the places themselves, every card features a bespoke illustration of a familiar local landmark. We wanted to create an inviting visual language that speaks to residents, regardless of their prior relationship with the art world.
