When asked to develop materials for the $125 million endowment campaign of Hebrew Union College – Jewish Institute of Religion, the message was to assure the future of Reform Judaism by supporting its backbone. In the words of President Rabbi David Ellenson:
“The Jewish leader — rabbi, cantor, educator, nonprofit management professional, or professor — whom you admire and who strengthens our Reform Jewish communities, was educated at HUC-JIR.”
The key strength of HUC-JIR’s commitment to assuring a Jewish future is the balance of tradition with the demands of a changing Jewish community. We represented this visually with our design of the campaign logo, which incorporates a traditional yad (which we requested from their archives and photographed) with modern, fresh colors and typography.
The layout of the case statement brochure (pictured below) graphically reflects the dynamic, bright future of the institution — in combination with an unusual approach to communicating the case statement. The campaign is supported primarily by a methodical potpourri of pertinent quotations from a variety of key constituents: Jewish leaders, rabbis, board members, students, and fellow donors. The “institutional voice” was limited to short, colorful blurbs which supported the surrounding quotes and grounded the piece with HUC-JIR’s specific campaign goals.
The brochure is printed on a smooth, cottony paper with elegant embossed lettering. A back pocket houses the ancillary “naming opportunities” brochure which can be replaced as the campaign progresses.