THE ISSUE OF IDENTITY
Ve’ahavta Rebrand
– THE CHALLENGE –
Ve’ahavta (“and You Shall Love”) is a social services organization with a distinctly Jewish identity that works to alleviate poverty for all people. I was asked to create a modern, professional, inclusive visual identity to express Ve’ahavta’s radically unique blend of Jewish values and humanitarian ideals.
– APPROACH –
Stakeholder consultation was a priority. Interviews with senior staff, an online survey and lively ‘brandstorming’ sessions with groups of donors, volunteers, and Board Members provided valuable insights from a variety of perspectives.
– RESULTS –
In the new identity, the symbol of overlapping circles represents inclusiveness, and common ground. The circles’ core forms a stylized Star of David, representing the Jewish soul of the organization shining through. The new tagline “A Jewish Humanitarian Response to Poverty” improves clarity.
Robyn Segall
DIRECTOR OF COMMUNICATIONS AND OPERATIONS / VEAHAVTA“Sherri took the time to really get to know our organization, our values and our vision We are thrilled with our end result and are confident our new brand will take us to new heights into the future. We would highly recommend G Strategic for any brand strategy initiative.”
