July 25, 2024

But first, a disclaimer: My name is Rivi, and I’m a proud Zionist (I believe in the Jews’ right to self-determine in their ancestral homeland).

In recent years, while immersed in the online world of Hasbara, I’ve witnessed firsthand the challenges of representing Israel’s narrative in a vast digital landscape. With Jews comprising just 0.2% of the global population, our voice can easily be drowned out in the maelstrom of social media.

This blog post examines a fascinating case study in digital activism: how a simple fruit emoji became a battleground for narrative control. We’ll explore the marketing strategies at play and their implications for Israel’s online presence. While we analyze these tactics objectively, our goal is to empower pro-Israeli voices in this ever-evolving digital dialogue.

At the end of this blog, you’ll find actionable recommendations on supporting content creators who are amplifying Israel’s perspective in the online world.

The Roots of a Symbol

As we approach National Watermelon Day on August 3rd, let’s slice into a juicy marketing tale that’s more complex than meets the eye. It’s the story of how a simple fruit emoji became a powerful symbol in one of the world’s most enduring conflicts.
The roots of this story begin back in the 1960s, when the watermelon, with its colors reminiscent of the Palestinian flag, became a covert symbol of Palestinian identity. Palestinian activists used the watermelon imagery in graffiti and posters, primarily because in 1967, Israel passed a law prohibiting the raising or display of Palestinian flags (which had been canceled, during the Oslo Accords in the 1990s). The watermelon became a symbol of political resistance, and if we fast-forward to today’s digital age, this symbol has found new life as an emoji, skillfully wielded by pro-Palestinian activists in their online narratives.

A Clever Marketing Strategy

But here’s where it gets interesting from a marketing perspective: the use of the watermelon emoji isn’t just a random choice. It’s a clever strategy that serves multiple purposes:

  1. Bypassing Algorithms: By using an innocuous fruit emoji, activists can often fly under the radar of content moderation systems. It’s a digital sleight of hand that marketers call “Algospeak.”
  2. Viral Potential: Emojis are the universal language of the internet. They’re easy to use, easy to share, and can convey complex emotions and ideas in a single character. It’s virality in its purest form.
  3. Continuity of Message: By adapting a historical symbol to modern digital platforms, the pro-Palestinian movement maintains a consistent narrative across generations. It’s brand continuity at its finest.

OZ_Blog_Watermelon_Israeli prespective

The Israeli Perspective

Yet every story has another side. In Israel, where watermelons are a staple of hot summers and where the country produces a whopping 140,000 tons annually, this digital co-opting hasn’t gone unnoticed.

Enter the counter-narrative: Pro-Israeli social media users have begun their own campaign to reclaim the watermelon emoji. It’s not about fruit anymore; it’s about identity, representation, and the power of symbols in the digital age.

Some Israeli users have started adding emojis of the Israeli flag, watermelon, and yellow ribbon (for the hostages) to their usernames, while others are creating actual content around watermelons: recipe videos, which are inherently popular on social media, featuring watermelons with the Israeli flag proudly displayed in the background. Other users (typically younger ones) are simply riding existing trends, adding watermelon eating to dances, trendy sounds, and more. Some have gone as far as creating simple online games centered around watermelons, while pro-Israeli creators are directly addressing the appropriation of the watermelon as a Palestinian symbol, calling it an unfounded act.

 OZ_Blog_Watermelon_marketing insights

Marketing Insights from the Emoji Wars
This digital tug-of-war offers fascinating insights for marketers:

  1. The Power of Symbols: Who knew a fruit could carry so much meaning? It reminds us that in the right context, even the simplest symbols can convey complex messages.
  2. The Importance of Proactive Strategies: The pro-Israeli response underscores the need for brands to be vigilant about their symbols and ready to reclaim them if necessary.
  3. Authenticity Matters: The most effective responses are those rooted in genuine cultural connections. Israel’s agricultural tie to watermelons provides an authentic base for their counter-narrative.
  4. David vs. Goliath in the Digital Age: The pro-Palestinian digital presence significantly outnumbers the pro-Israeli one. It’s a reminder that in the world of digital marketing, it’s not always about who’s loudest, yet sometimes it is.

OZ_Blog_Watermelon_beyond emojis

Beyond Emojis: The Real-World Impact

While we engage in digital discourse, let’s not forget the real-world stakes. Our brave soldiers are fighting daily to protect our nation and bring our hostages home. This online ‘battle’ is more than just emojis and trends; it’s our way of supporting Israel’s narrative on the global stage. As we participate in these digital efforts, we stand united with those on the front lines, showcasing the resilience and spirit of the Israeli people. Every post, every share, is a small act of solidarity that contributes to our national strength and resolve. In this digital age, we all have a role to play in supporting our country and its values.

OZ_Blog_Watermelon_the power of digital symbols

Conclusion: The Power of Digital Symbols

This National Watermelon Day, as we enjoy this summer fruit, let’s also appreciate the complex world of digital symbolism it represents. It’s a world where marketers, activists, and everyday users are constantly innovating, adapting, and yes, sometimes battling, in the ever-evolving landscape of online communication.
After all, in the grand fruit bowl of digital marketing, the watermelon has proven it’s not just a seasonal favorite – it’s a year-round player in the game of global narratives.

 

Join the Digital Movement
Want to show some love to Israeli content creators this Watermelon Day? Here are a few ways you can contribute:

1. Follow prominent Pro-Israeli content creators:
Adiel –
TikTok
Instagram
Montana Tucker –
Instagram
TikTok
Baby Ariel –
TikTok
Instagram
Michael Rapaport –
Instagram
Tiktok
Daniel Ryan Spaulding –
Instagram
TikTok
Mia –
TikTok
Instagram
Stop antisemitism –
TikTok

2. Like and share posts featuring the “Hebrew Watermelon”:
instagram
instagram
tiktok
tiktoK
tiktok
tiktok
tiktok
tiktok
tiktok

3. Feeling creative? Use this trending TikTok sound to make your own Watermelon Day video:
Tiktok

 

Remember, this upcoming Watermelon Day might see increased pro-Palestinian activity on social media. For those of us who are pro-Israel and want to contribute, the methods mentioned above are a great way to start. Every like, share, and post counts in this digital age of narrative shaping. Let’s make our voices heard while remembering the real battles being fought and the importance of standing united for Israel.

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Your Brand Is a Strategic Asset

Your Brand. Is it a Strategic Asset in the CEO Toolbox – or Lost Opportunity?

By 
No items found
, 05/03/2025

Your brand is more than just a logo - it’s a powerful strategic tool. Discover how CEOs can leverage branding to build trust, differentiate, and drive business growth.

min read
Here's a surprising fact: Many CEOs still see branding solely as a marketing function, overlooking its potential and missing a major opportunity.

Your brand does more than create awareness — it's an engine of influence

A smart branding strategy connects your company's vision, unique value proposition, core values, and business goals. It answers a critical question: How does your company want to be perceived by all your stakeholders – within your company and beyond your walls to your target audiences?

3 Key Branding Principles Every CEO Should Adopt

1. Your Brand = Your Reputation Your brand is what people think of you. Your brand strategy defines what you want them to think. It's a long-term process, and while it's not possible to control every aspect of perception, clear and consistent messaging helps shape a positive reputation and build lasting influence. 2. Branding + Marketing = A Winning Formula "Marketing is asking someone on a date. Branding is the reason they say 'Yes!'" Your brand is much more than just a marketing tool—it's a strategic asset that can drive our business success. To get more people to say yes—whether they are customers, employees, or investors—your brand must be:
  • Relevant to their needs
  • Differentiated from your competitors
  • Inspiring and compelling
3. A Brand Is a Promise—and Promises Must Be Kept Each time someone interacts with your company, you have a chance to show them you mean what you say. That's why every interaction with your company should reinforce your brand’s promise.
  • Your employees are the face of your brand every single day. They bring your promise to life through their words and actions.
  • When customers use your products and services, they're testing your promise over time. Each positive experience builds trust and reinforces why they chose you in the first place.
  • Your digital touchpoints, from customer dashboards to online shopping, are opportunities to make your customers' lives easier and show them you understand their needs.
  • The partners and distributors who work with you are extensions of your voice. When they speak to customers, those customers hear your promise through them.
  • Your support team does more than just solve problems—they turn satisfied customers into advocates who will share your promise with others. What others say about us is more powerful than what we say about ourselves.

B2B Branding—A Challenge and an Opportunity

B2B branding navigates long and complex sales cycles, interacts with multiple decision-makers from different generations, and has a strong focus on technology and sales, which often doesn't prioritize marketing. When you manage the customer journey strategically, branding becomes a powerful opportunity—building trust, differentiating your company, and fostering long-term relationships with your customers. A Strategic Brand Accelerates Your Business Whether your goal is converting leads into customers, attracting top talents, or driving organizational changes, leveraging your brand helps you achieve it intelligently and elegantly. Great brands don’t just sell products—they bring people together around something bigger and more meaningful. Ultimately, people seek meaning. What is your brand doing to provide meaning to your customers?
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OZ Blog DesignSystem Blogimages 2025 v1

How Can a Design System Help Anyone Working on Your Brand?

By 
Naomi Lifshitz
, 13/02/2025

A Design System ensures brand consistency, saves time, and unifies teams worldwide. Learn how top companies use it to streamline workflows.

min read
Imagine this scenario: You’re a marketing manager in a global company. Your company operates in various markets, and you have different teams producing marketing materials—creating a landing page in England, designing an app interface in the U.S., and crafting a digital catalog in Germany. Now think about the outcome: The logo appears differently in each country, the colors aren’t consistent, and the font in the German catalog doesn’t match the brand identity you’ve spent so many resources developing. It doesn’t just look unprofessional—it sends a message of inconsistency and unreliability to your customers.

The Solution: A Design System

A Design System is the key to turning these processes into seamless, efficient, and most importantly—consistent ones. Instead of every team “doing their own thing,” a Design System provides a clear set of rules that define how your brand should look and behave—across all markets, platforms, and marketing materials. A Design System includes a variety of elements designed to create a unified and consistent user experience. Key components might include buttons, icons, fields and labels, principles for visual design, and user interaction guidelines. Together, these elements form a framework that ensures consistency, accessibility, and efficiency in digital products.

Real-World Example: How It Works

Let’s say you’re launching a global campaign for a new product. With a Design System:
  • Your team in Eastern Europe and Western Asia all use the same UI components, colors, and typography.
  • The UK team builds a landing page following predefined guidelines.
  • Designers in France create a marketing brochure that feels like an integral part of the same brand.
  • In Israel, the team developing the app adds a new feature—without breaking the design language.

The result: A consistent user experience across all channels, which strengthens trust in your brand and saves work hours (and headaches).

Why Is This Especially Important for Global Companies?

For companies with diverse teams worldwide, a Design System is not just a design tool—it’s the glue that unites all the different parts of the brand under one umbrella. Here are some pain points a Design System solves:
  • Inconsistent Colors: When each team chooses different brand shades, it creates a sense of unreliability for customers. With a Design System, there’s a predefined color palette for everyone.
  • Wasted Work Hours: Instead of every team reinventing the wheel, they use ready-made components that save hours of design and development.
  • Fragmented User Experience: A digital product that behaves differently in every country alienates users. A Design System ensures uniform functionality and appearance.

The Secret of Leading Brands

Google, as in many other aspects, was one of the first to take the concept of a Design System to the next level and make it accessible to everyone. With the launch of Material Design in 2014, they introduced a highly organized and detailed approach to interface design—with clear rules, simple guidelines, and ready-to-use components. Google was one of the first to lay it all out, making its Design System one of the most influential in the industry. Today, every leading global company—like Uber, Porsche, Apple, and more—uses a Design System to maintain brand consistency across platforms, from websites to apps. These companies don’t hide it; on the contrary, they showcase their systems proudly and in a clear, user-friendly way. It’s not just a tool; it’s a clear message: This is a company that knows what it’s doing. Take, for instance, Mailchimp’s Design System. Everything is neatly organized and clear. You can easily navigate between components, view the code for each element, and even get important notes for design and development. Everything is accessible and open to everyone. Another great example is Shopify’s Design System, Polaris. It offers a broad knowledge base on using interface components, visual elements, content, and design language—all aimed at helping create a better user experience and a more successful product.

Now It’s Your Turn

It’s time for you to take this step too. Want to discover how a Design System can work for you?
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Trends in Digital Design for Social Media in 2025

Trends in Digital Design for Social Media in 2025

By 
Timrat Erez
, 21/01/2025

A detailed exploration of the top digital design trends for social media in 2025, focusing on interactivity, video content, templates, and more. Learn how to keep your brand's digital presence fresh, consistent, and impactful.

min read
As social media continues to evolve, so do the strategies and trends in digital design. Creators, brands, and marketers constantly look for fresh ways to engage audiences and make an impact. In 2025, several key trends are shaping the digital design landscape, making content more interactive, dynamic, and visually compelling. From video-driven posts to carousel designs and creative use of templates, here's a look at the top trends in social media design.

The Importance of a Digital Brand Guideline

In the fast-paced world of social media, consistency is crucial for building brand awareness. A digital brand book, or brand guideline document, plays a pivotal role in ensuring that every piece of content across platforms aligns with the brand’s identity. A well-structured digital brand book for digital defines your brand's voice, color scheme, typography, imagery style, and logo usage. This not only helps maintain consistency but also strengthens your brand's presence on social media. Whether you're creating videos, carousel posts, or stories, having a digital brand book ensures that all design elements are cohesive and instantly recognizable to your audience. With the rise of user-generated content and templates, a brand book becomes even more essential. As more individuals and tools contribute to your brand’s digital presence, keeping a unified, professional look across all content is key to standing out and building trust with your audience.

Video Takes Center Stage

1. Video Takes Center Stage

Video content is no longer just a trend—it's the driving force behind social media engagement. Studies show that video posts generate 38% more engagement than image-based posts on platforms like Instagram and Facebook (Hootsuite Social Media Trends Report 2025). Short-form videos, like Instagram Reels, and YouTube Shorts, dominate social feeds. These bite-sized, attention-grabbing clips not only entertain but also inform. Marketers focus on creating high-quality, snappy videos that deliver value quickly, whether through tutorials, behind-the-scenes looks, or product demos. For designers, this shift means optimizing visuals for mobile viewing, using eye-catching thumbnails, and incorporating motion graphics to enhance storytelling. With video, the goal is to be visually engaging while delivering the message in a way that keeps viewers hooked.

2. Carousel Posts for Storytelling

Carousel posts—where multiple images or videos are swiped through in a single post—have grown in popularity because they allow for rich storytelling and deeper engagement. A well-designed carousel can show step-by-step processes, tell a sequential story, or display a collection of related products. Carousel posts have grown in popularity, generating 1.4x more reach and 3x more engagement compared to single-image posts (Later Social Media Analysis, 2024). Designers are getting creative with carousels, blending static images with motion, using contrasting colors, and ensuring each slide is part of a cohesive narrative. The challenge is to keep users interested across all slides, so the visuals need to be both informative and visually stimulating.

3. Template-Driven Design

Templates are becoming a game-changer for creators looking to maintain a consistent aesthetic across platforms. Tools like Canva, Adobe Spark, and others offer customizable templates, making it easier to create on-brand posts quickly. These templates are not just for graphics anymore; they now include layouts for videos, stories, and reels. These templates improve design efficiency by up to 60% (Adobe’s Future of Creativity Report 2024), allowing designers to focus on creativity while reducing production time. The rise of templates has led to a democratization of design. Whether you’re a small business or a content creator, you can produce polished, professional designs with minimal effort. Templates allow you to focus on customization, ensuring your content stands out while saving time on design work.Interactive and Immersive Content

4. Interactive and Immersive Content

Interactive design elements, such as polls, quizzes, and sliders, increase audience engagement by 30% compared to static posts (Sprout Social Engagement Study, 2024). Instagram Stories with interactive stickers (like polls or questions) receive 15-20% higher completion rates (Instagram Insights 2024). As social media platforms continue to incorporate advanced features, interactive design is becoming more important. Polls, quizzes, sliders, and other interactive elements are a great way to keep your audience engaged and involved. On Instagram, for example, Stories with interactive stickers (like questions or reactions) provide instant feedback and encourage participation. Additionally, with the rise of augmented reality (AR) filters and virtual experiences, brands are exploring more immersive ways to engage users. Designers are now creating AR filters, 3D objects, and interactive designs that allow users to engage in a more hands-on way, elevating the traditional post into an experience. Minimalist Aesthetics with Bold Typography

5. Minimalist Aesthetics with Bold Typography

In a world where attention spans are shrinking, simplicity is key. Minimalist design continues to thrive in social media content, focusing on clean lines, white space, and strong focal points. Bold typography plays a crucial role here, making statements and headlines pop while maintaining an uncluttered look. Big, readable fonts help convey the message quickly, whether for a meme, announcement, or call-to-action. Minimalist aesthetics combined with striking typography create a powerful visual impact that stands out in crowded feeds. Minimalist design continues to thrive in social media content, focusing on clean lines, white space, and strong focal points. Posts featuring bold typography and minimalist layouts see 24% higher engagement rates (HubSpot Social Media Trends Report 2024) due to their ability to capture attention quickly in crowded feeds.

6. User-Generated Content (UGC) Integration

Designers are increasingly working with UGC in creative ways to showcase real-life interactions with products or services. Curated customer testimonials, review snapshots, or creative reposts add authenticity to brand messaging. Social media users are more likely to trust peer-generated content, making it a valuable asset for brands looking to build trust. By integrating UGC into their designs, brands can foster a sense of community, turning users into active participants in the brand’s visual story. The trend also highlights the importance of authenticity and transparency in modern digital marketing. AI in Creative Design, 3D, and Illustration

7. AI in Creative Design, 3D, and Illustration

Artificial Intelligence (AI) is revolutionizing the way designers approach creative projects. AI tools are now being used to generate new design elements, streamline workflows, and enhance creative processes. From automated image editing to AI-generated illustrations and even personalized content creation, AI is making it easier for designers to produce high-quality visuals in less time. In addition, AI-powered platforms are enabling the integration of 3D models and illustrations into social media content. This allows brands to create more dynamic and visually striking posts that stand out from traditional 2D designs. Whether it’s for product mockups, animated 3D assets, or hyper-realistic digital art, AI is helping bring complex, interactive visuals to life, giving social media content a fresh, futuristic feel. With AI, creativity is not just about working smarter; it’s about exploring new possibilities and pushing the boundaries of what’s possible in digital design.

Conclusion

In 2025, digital design on social media is all about creating content that is dynamic, interactive, and visually engaging. From the explosion of video content to the use of carousel posts and templates, designers have more tools than ever to craft impactful visuals that resonate with audiences. Additionally, having a digital brand book ensures that your content remains consistent and strengthens brand awareness across platforms. By embracing these trends, including the use of AI in creative work, brands, and creators can ensure that their social media presence remains relevant and stands out in an increasingly crowded digital world.  
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