When Jewish Employment and Vocational Services began in 1941, it was an organization committed to helping recent Jewish immigrants adjust to life in America. Seventy years later the organization had expanded their range of programs to serve over 20,000 individuals in the region—the vast majority of whom were not Jewish immigrants.
Facing an “identity crisis” and an important capital campaign, the Jewish Employment and Vocational Services approached Paragraph to develop a new brand identity that reflected the organization’s modern base and comprehensive offering. They were looking for something forward-thinking without erasing the past.
We worked with the organization to evolve their name into something more fitting of the times, the result of which was ‘JEVS Human Services’, a title that strategically embraced the longstanding acronym used by constituents, while simultaneously opening it up to a wider audience. We delivered the updated name along with a flexible naming architecture that allowed each of its many programs to understand where and how they fit into the organization’s overarching brand umbrella while not losing their individual identities. We then worked to focus the organization’s message to connect with its many audiences so that everyone, from its board and funders, to its staff members, to the individuals who benefit from its more than 20 services and programs, would understand and identify with the same compelling benefit-driven story.
Naming Brand Messaging Platforms
Brand Visual Platforms
Brand Guidelines and Toolkits
Website Design and Development
Marketing Materials Development