HaMashkifa

Behind the Work

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The first collaboration began in mid-2023, against the backdrop of judicial reform protests and the sharp social division in Israel. Optician and artist Maya Sapir, founder of HaMashkifa, wanted to create a figure that could stand for empathy as a healing force. Together we introduced The Servant of Compassion: a strong yet humane female character, symbolizing the possibility of unity. These posters, printed in four bold colors and placed across Tel Aviv, included QR codes leading back to the shop—blending social statement with brand presence.

Later that year, after the devastating events of October 7th, Maya returned with a new vision. With the words “We Rise” echoing in her mind, she asked to revive the character with renewed strength. We created a second series of posters—The Servant of Compassion with a hand on her heart, facing the horizon as the sun rises behind her. Pain, mourning, and hope were layered together in this imagery, offering the public a visual of resilience at a moment of collective grief.

Alongside the posters, we also designed an Instagram grid series. Drawing from the brand language originally crafted by Daniel Weinberg, the grid used circles and rays of light to symbolize optics and rebirth—moving from darkness to light, from mourning to renewal. This digital work allowed the brand’s message to live online as well as in the streets.

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You can explore more of HaMashkifa’s work and visual language on their Instagram page.

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Results That Matter

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• Two distinct poster campaigns marking pivotal national moments in 2023.
• Introduction of The Servant of Compassion, a symbolic female figure of empathy and strength.
• Dozens of posters installed across Tel Aviv and surrounding areas.
• Integration of QR codes connecting street presence to the shop’s brand.
• A digital Instagram grid series expanding the campaign into the online space.
• Collaboration that bridged brand identity, social commentary, and cultural resilience.

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