Marketing the entire organization, not just individual programs
JCC Manhattan is a nexus of cultural life. But in 2014 was without a system to unify and market hundreds of classes, programs, and events, they struggled to move participants beyond one-off transactions toward a deeper understanding of, and relationship with, the overall organization.
JCC Manhattan yearned to speak with one voice across all programs.
When a department or program needed a new brochure, JCC Manhattan’s communications staff would make it from scratch, sometimes creating a new logo, too. Members and visitors experienced a disparate array of materials and messages that didn’t clearly add up to a bigger picture about JCC Manhattan’s value—making the case for giving beyond membership more difficult.
Time to connect the dots.
It was clear that JCC Manhattan’s in-house communications team needed a simple and flexible way to connect all of its programs and help bring the JCC’s overarching value to the forefront. Programming staff also needed to buy in to marketing materials that felt more aligned with other collateral. It was time to get everyone on the same page.
Sending consistent messages and marketing unique programs
Big Duck created a simple visual system and brand architecture strategy that could apply easily to every component of the JCC’s communications—allowing programs to maintain some individuality while reinforcing the new JCC brand as a whole. It features a strong diagonal line, visually demonstrating how programs connect to centers and the JCC overall, and emphasizing forward momentum and transformation.