Fitima

While studying in Jerusalem in 2017, Jared Freschman became influenced by Muslim culture when living on the outskirts of the West Bank and various Palestinian refugee camps such as Camp Shu'fat. While getting to know the locals, Freschman came up with "Fitima", a business concept for the first all-female athletic center, where Arab women can have a safe space to exercise without wearing religious wear, such as the hijab.

"Fitima" - A hybrid of the English word, "Fit", and the name of the youngest daughter of Muhammad, "Fatima".

Fatima is considered a role model for Muslim women, by her taking care of her family and being independent. During her life time, she was married to a man named Ali and after their marriage ended, she took care of her household and land by herself. She was quoted as having “swollen” and “blistered” hands from all of her work.

Fitima Branding Posters

Fitima Branding Posters

Business Cards

Business Cards

Gym Journals

Gym Journals

Yoga Mat

Yoga Mat

Bathroom Signs

Bathroom Signs

Natsheh

Natsheh Chicken, Beef, & Fish is a butcher shop run by an Arab family in East Jerusalem, Israel. The shop has been run for four generations and has seven locations in Jerusalem. While studying abroad in Israel in 2017, Freschman worked on a branding project with Natsheh to create a new aesthetic for the business. 

Business Cards for one of the store clerks, Ameer Natsheh

Business Cards for one of the store clerks, Ameer Natsheh

Bathroom Signs for Stores

Shopping Tote Bag

Shopping Tote Bag

Poster for the storefront near the Damascus Gate in East Jerusalem

Poster for the storefront near the Damascus Gate in East Jerusalem

Bye Bye Basement Show

Poster for an art show in Brooklyn, New York in 2016. Curated by Abbey Howard.

DIIV / Wild Nothing Split Album Cover

A project for a Design Procedures class to make a mock split album cover for two bands.

The Soul of Gill Sans

The creator of the classic typeface, Eric Gill, had a very wild background. Gill was a well known typeface designer (specifically for Gill Sans)  and was also known for his erotic drawings and etchings. Years after his death, information also came out about how he had sexual relations with one of his daughters. This poster highlights the history of the type face, Gill Sans, and Gill's life by it being based off of one of his famous etchings.

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