NOX is a leading holding company in Israel in the nightlife sector that owns bars and clubs in Tel Aviv and is currently a dominant urban-business force. NOX aims to become a significant element in the entertainment and fun community. the local and the global, which makes the world a happier place. In order to maximize the success potential of Gegaeir as part of the group, a creative concept for the place must be developed that matches the character, the spirit of the times and the competition, in combination with a unique, differentiated and striking design that will match the nature of the product and the service they offer in order to create desirability and attraction for the place and become identified with the brand and differentiate it from the competitors for one goal: the success of the brand. Izzy Nesselrod’s solution, from Studio de Colony, through an image strategy is the development of a uniform, clear language associated with the brand, such that it will be impossible to miss and always be associated with the brand. Happy, romantic, current, inclusive. Has a prominent presence and visibility, unique, classic, memorable – that will hold on a timeline. WE WILL MAKE YOU HAPPY is a dynamic and harmonious brand with the ability to develop, which contains the variety of products required by the customer. The space is located on the roof of the historic city garden, which is why we chose the name Roof City. The shape of the illustrations corresponds with the shape of the space of the place and produces a unique, iconic look that is associated with the brand and becomes identified with it. www.gagair.co.il