Sport Hadash Community Center is located in north Tel Aviv, adjacent to “Tichon Hadash” high school, where it serves as the school’s main sports facility during school hours. The center serves over 1,000 local residents and was built more than 20 years ago, without ever developing a cohesive visual identity.
The design brief was clear: to create a significant visual transformation in a short amount of time and with a limited renovation budget – while maximizing visual impact in the space. The project was part of a city-wide pilot involving eight community centers in Tel Aviv-Yafo, focused on developing new activity booklets in collaboration with the municipal Department of Community, Culture, and Sports. Four core values were defined for the center: achievement, team cohesion, dynamism, and athleticism.
The visual identity placed the diagonal at its core – a formal element that conveys motion, momentum, and drive. Diagonal lines were expressed in wall painting and in the design of modular trapezoid-shaped furniture. The color palette was inspired by sportswear and athletic shoes, and integrated multiple profile systems and materials.
The constrained budget led to a deliberate choice of accessible yet impactful materials: wall paint and vinyl stickers were used to create a broad visual language. The diagonal lines served not only as graphic elements but as tools for spatial enhancement – blurring boundaries, visually lowering ceilings, shortening narrow corridors, and adding energy to a structure with limited natural light.
