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Keshet

Building a brand for a thriving organization

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Faith-connected
Family and community

In order to achieve their mission—working for the full equality of all LGBTQ Jews in Jewish life—Keshet needed to send strong, consistent messages.

Renewed focus called for refined communications.

Keshet identified three major programmatic priorities in their five-year strategic plan—expanding partnerships with Jewish institutions, reaching more LGBTQ Jewish teens, and increasing advocacy efforts—and partnered with Big Duck to build a bold and modern brand to help achieve their goals and take them into the future.

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Keshet’s new logo is a sophisticated black and pink mark.
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We also modernized their rainbow color palette.
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Their vision statement, a vital piece of the comprehensive messaging platform, was developed with our help.
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Keshet’s new brand in action on a banner and t-shirts at a 2019 Pride parade.
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We designed a flexible visual system that allows different elements to be used on their own.
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Brand strategy, messaging, and visuals are easy to find and use in Keshet’s brand guide.
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We explored lots of descriptive taglines before landing on one that describes their purpose in six words.

Telling the whole story

Keshet’s communications historically prioritized their teen programs. To motivate all of their audiences (Jewish leaders, LGBTQ Jewish teens, LGBTQ Jews, and liberal Jewish allies) to take action, it was time to weave the different threads of their work together.

We developed a simple brand strategy, identity, and visual system that exudes strength and communicates Keshet’s mission in a bold, unexpected way. We also crafted a messaging platform for their staff to use to tell a comprehensive and compelling story about who Keshet is, what they do, and why their work matters for LGBTQ Jews and Jewish life as a whole.

Streamlining set them apart

Keshet developed a new website with Advomatic (now Four Kitchens). Their new identity and website radiates Keshet’s expertise and LGBTQ pride.

Visit Site

Big Duck helped us express our vision. They fused our Jewish roots and LGBTQ pride in a sophisticated brand that gives us a strong platform to speak more consistently—and powerfully—as an organization.

— Idit Klein, President and CEO, Keshet

As a result

Keshet is building a more robust base of supporters and Jewish community leaders, expanding their reach with LGBTQ Jewish teens, and bolstering strategic partnerships by using their reenergized brand to advance LGBTQ equality as a core Jewish value. Keshet is better articulating their vision for a more just future and more effectively mobilizing their key audiences in reaching that goal.

Related Service

Brands

We clarify brand strategy and develop powerful brand assets to help you speak and write in more compelling ways.

• Audience research
• Brand strategy
• Naming and tagline
• Logo and visual system
• Brand architecture strategy and solutions
• Vision, mission, and values statements
• Key messages, boilerplate, and elevator pitch
• Issue area narrative analysis and development
• Rollout plan
• Digital brand guide
• Marketing collateral
• Website consulting

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