Temple B'nai Jeshurun
TBJ is a thriving Reform synagogue with an esteemed history dating back to 1848. Serving as a home for those seeking wholeness and connection in contemporary Jewish life, the growing congregation boasts a blend of multi-generational families and new members alike. With the approach of their 175th anniversary, TBJ sought our creative partnership to help usher in a new image for the synagogue that captures the joyful community and purpose-driven action that is the hallmark of TBJ — an identity that honors the nearly two centuries of history, while looking forward to the next 175 years.
SCOPE:
Brand Research
Name Positioning
Brand Messaging
Logo Suite
Visual Identity
Print Design
Communication & Marketing Consultation
Video Production
Website
Social Media Direction
Environmental Signage
Inspired by the Ner Tamid which has been a symbol for TBJ from its early days in Newark to the present, the new logo is a modern take on the motifs that decorate the fixture. It is a visual of the flourishing light that TBJ creates within its community, full of symbolism and warmth. The color palette and typography was thoughtfully selected to evoke depth and care, but also energy and joy.
Belong, Celebrate, Flourish.
We started by leading TBJ through an in-depth evaluation of themselves and the landscape in which they operate. Discussing everything from their name (originally Congregation B’nai Jeshurun) to the language they use to describe themselves, to the many forms their visual identity has taken through the years — we took a deep dive into the core values driving the synagogue and what makes it the special place that it is.
We funneled that research into a brand identity that articulates TBJ’s mission and values in a way that resonates with the community and connects with those seeking a spiritual home for Jewish life.
TBJ is the foundation on which generations of members have built their extended family, as evidenced by their varied programs and offerings. Our challenge was to unify the many facets of the TBJ community under one identity — from the vibrant Early Childhood and Religious Education centers to the ongoing Tikkun Olam programs and more — and position it as place to gather in celebration, education and action.
Video Production by Patrick Sutherland
