branding | design | digital | identity | naming | tagline
When the Jewish Board of Family and Children’s Services (JBFCS) decided they needed to rebrand to better fulfill their mission, they turned to SJI. The organization, which provides services to people in need throughout New York City, was weighed down with an overly long name, and a difficult acronym. To help build a more powerful brand, we recommended shortening the name to The Jewish Board, enabling them to retain the organization’s heritage. A new tagline, “Health and Human Services for All New Yorkers,” was developed, which clearly describes their core mission. The new logo was designed to add personality and warmth, as well as to reflect The Jewish Board’s mission to serve all people in need throughout New York’s diverse communities.
To complete the project, we redesigned their website from the ground up, using the brand’s new look and feel. Simplifying the structure and navigation was essential, as The Jewish Board offers a myriad of services for different stakeholder groups. The rebrand and website launched this past Spring, and was unanimously well received. View Site.
I had worked with SJI previously as Executive Director of City Parks Foundation. SJI’s rebrand of City Parks was so exemplary that hiring them again was an easy decision. Nonprofits present unique challenges for a branding agency: large governing boards, diverse staff with varying agendas, funder influence. SJI tackled this sensitive project head-on, conducting focus groups with key stakeholders and successfully building buy-in and consensus.
They developed a creative solution that met all of our key branding objectives, resulting in a clear new name and tagline, graphic identity and website, all of which are helping to build the visibility of The Jewish Board. I recommend SJI without hesitation.
—David Rivel CEO, The Jewish Board