BESPOKE JUDAISM
A Rabbi, a Czarina and and Italian duke walk into a bar. No, this isn’t the start of a bad joke that I’ll most likely mess up the punch line for. It is a pretty accurate description of the Chabad Jewish Center, located in the heart European’s most affluent neighborhoods, on a mission to create a community centered on Jewish life, education and family – encouraging individual growth through a variety of social, educational and spiritual programs.
The Insight
Our demographic was the wealthiest families in Europe. An eclectic group of expat families from across old world Europe and the nouveau riche of post-communism Russia, settling in the area for its quality of life and choice of top schools for their children.They are at this interesting cross-section of actively seeking community and spiritual fulfillment, yet find themselves disenchanted with the usual Jewish establishment of soaring temples and old-time leadership that adds little to their every day lives.
The Approach
We set out to build a new brand of Judaism – one with the warmth, authenticity and energy that only the young can bring, creating a vibrant Jewish community. Taking a cue from the affluence and character of the area, we want to imbue our brand with the quality match the lifestyle they are used to. Inspired by the great tradition of Judaism and of old Europe, we created an brand that echoes the hand lettering of ancient scribes balanced by this vision of communal and personal growth in a modern world.
Tasked With
- Strategy
- Concept
- Copy
- Design
