To remain relevant, SNC would need to redefine its purpose and boldly articulate a value proposition to a diverse audience of stakeholders. From the start, we leapfrogged over tired metaphors and instead directly connected to the thing that visitors found most alluring: the country’s bold, audacious, and scrappy approach to problem solving.  

After dozens of interviews – internal and external – we distilled the essence of Israeli innovation into one word: impatience. Driven by historical, geographical and an economic urgency, Israel has developed it’s own, unique, and powerful approach to innovation. We call it: Impatient Innovation – an antidote to poor progress and an entirely new category for SNC to own and champion.

A new strategy was matched with a new visual identity. Scrappy, ever-changing, restless and yet entirely professional our new brand for SNC drew inspiration from Israel’s rich natural and geographical diversity and was inspired by the real process of technological innovation. An idea becomes a prototype, on a window, in an office, on a napkin, on a phone. Constructed, deconstructed, reverted, reworked – the energy and soul of authentically Israeli innovation.