trashtalk | Hadar Hanuka protfolio

From guilty pleasure to shared ritual

INDUSTRY: Brand concept, visual language, and social media design.

CLIENT: "Design Lab" course

YEAR: 2026

Overview

TrashTalk is an Instagram first concept channel that reframes Israeli guilty pleasure culture into a community people feel proud to belong to. Built around recurring formats and interactive rituals, it turns passive scrolling into participation through voting, commentary, and weekly content drops.

I created the brand identity and visual language, and designed the five content pillars, including their formats, tone, and core social mechanics.

The Problem

High engagement, low status

Trash culture dominates Israeli media, but it carries a brand value gap: people watch, quote, and bond over it, yet it’s still dismissed as shallow. The result is a community with strong attachment but no “home” that validates it.

Audience

The "Guilty Pleasure" Community

I focused on young Israelis who use reality TV as escapism and social bonding. They don’t need information. They need recognition, inside jokes, and a space that treats their rituals as culture.

Trash culture creates emotional connection, shared rituals, and a sense of belonging.

The Strategic Solution

From passive scrolling to participatory ritual

I designed TrashTalk as a predictable Instagram ecosystem built on recurring pillars and interactive mechanics. The goal was to turn consumption into participation, so the audience doesn’t just react to the narrative, they shape it.

The Visual Design

Loud, emotional, and unapologetically alive

I deliberately moved away from clean minimal aesthetics and built a hybrid language combining bold Hebrew typography with English slang. The unpolished look is not “messy design”. It’s a strategic choice that signals authenticity, speed, and a community-first tone.

Welcome to the

TRASH ZONE

1

01 Box news

Good news from the world of trash

A monthly unboxing interview. Two influencers pull question cards from the Box and interview each other, transforming weekly highlights into a shareable community ritual.