CLIENT: Hebrew College

Hebrew College, a small Jewish pluralistic college in Boston, was in need of a brand update to reflect their evolving capabilities as a college. We developed new messages, a brand strategy, and a visual identity system to showcase their strengths, attract new students, improve donor appeal and convey the professional nature of the school.

Assessment

We evaluated all aspects of Hebrew College’s brand through a thorough discovery process, and by exploring how effectively they engaged with students, donors and supporters. After the detailed assessment, which included interviews, a messaging workshop, a competitive review, and an overall brand evaluation, we made recommendations for how Hebrew College could best project their brand.

Objectives

Together with Hebrew College, we came up with a list of objectives that would allow them to overcome the challenges they faced, due in part to a period of financial instability. Their objectives were:

1. To regain the community’s confidence in their financial viability.
2. To recruit new students for the graduate school, online programs, and high school, as well as adult programs in the community.
3. To unify all components of the brand and present a cohesive story and image.

 Core Messages

After performing an evaluation of previous messaging and completing a brand workshop, we determined the core messages for Hebrew College. The messages wove together the College’s roots in rigorous Jewish thought with a pluralistic outlook that would appeal to a new generation of thinkers, leaders and educators in the Jewish world. In order for the College to communicate more effectively with their audience, we helped them to incorporate this language into their mission statement, brand statement, brand personality, brand position, and brand promise.

Visual Identity / Logo

The redesigned logo creates a professional image for Hebrew College and blends together both religious and secular symbols to appeal to their audiences. It is inspired by the breastplate worn by the high priests in biblical times and made to represent twelve tribes, as well as the tablets from the Ten Commandments, an open doorway to learning, and a sunburst indicating enlightenment. The letters H and C are also subtly embedded in the design.

Brand Architecture

In order to unify the various divisions of Hebrew College, we developed a brand architecture system that is both cohesive and yet versatile. The Graduate Schools are affiliated under the main Hebrew College logo, while the associated programs received custom designed logos that visually connect to the College. This creates brand recognition for the College and its associated programs while still giving each a distinctive identity.

Stationery

The visual identity system is implemented throughout the organization’s communications materials, including the letterhead, memo, and business card.

Brand Manual

A complete brand manual was created to help the staff implement the new brand successfully and maintain consistency throughout all marketing materials. The manual contains the message elements, shows all versions of the logos, and provides usage guidelines for logos, typefaces, colors, and stationery items.

Results

Hebrew College is now equipped with an updated, cohesive brand that reflects their evolving capabilities as a College. Their new visual identity and messaging systems allow them to more effectively communicate with and appeal to potential students, donors and supporters.

Links

• See other nonprofit branding case studies.
• See other Jewish organizations we have helped.
• Contact Red Rooster Group for help with your marketing.

Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us about your project.

Comments are closed.