Roles: strategy, brand development, art direction

When Progressive Jewish Alliance (PJA) and Jewish Funds for Justice (JFSJ) merged, they combined a motley assortment of visual identities representing programs housed within the organization. The resulting mix reflected the ad hoc nature of brand management at both organizations, and contributed to a sense of confusion among donors and participants.  

The need to rebrand with a new name created an opportunity to solve this problem. I worked with the CEO and program managers to earn buy-in for a cohesive, strong and clear visual identity system that is scalable, accommodating new programs as the organization grows. I then collaborated with our graphic designer to create this new system.

These before and after maps reflect the process of developing a meaningful and consistent brand for a multi-city, multi-program organization.