Jewish Care
Brand Development
JewishCare (Victoria) is an organisation set up to provide the best care and services for the Jewish community. The organisation provides a vital ‘whole-of-life’ range of professional care, services and facilities for members of the community requiring support and assistance. Jewish Care’s aim is to be accessible to all members of the Jewish community and become recognised as the first point of call for support.
Lemonade were commissioned to develop a brand that encompassed the values, vision and community JewishCare represents. Through a lengthy development and focus group process a final direction was chosen. Initial concepts utilising a heart symbol were used, but through research and development it was found that a heart represented more "Love" than "Care".
The final identity symbolises two hands coming together providing support and care, while enclosed in the traditional Jewish symbol - The Magen David (Star of David). From all accounts, stakeholders, community leaders, organisation members and the public at large have whole-heartedly embraced the new identity.
Services used
- Brand Audits
- Brand Research
- Brand Positioning / Repositioning
- Brand Development
- Corporate Identity / Logo Design
- Design Consulting