A Jewish Humanitarian Response to Poverty.

Ve’ahavta (“and You Shall Love”) is a social services organization with a distinctly Jewish identity that works to alleviate poverty for all people. After 18 years, Ve’ahavta was ready for a new look. The challenge? Create a modern, professional, inclusive visual identity to express Ve’ahavta’s unique blend of  Jewish values and humanitarian ideals.

Stakeholder consultation was a priority. Interviews with senior staff, an online survey and ‘brandstorming’ session provided valuable insights. A more descriptive tagline was also needed to clarify the organization’s mission.

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.

The new  identity was launched in December 2014 at  Ve’ahavta’s “Starry Nights” gala . G Strategic produced a short video about the rebrand which you can see here