JWest

The client was redeveloping the current Jewish community centre site. This expansion and subsequent capital campaign needed an identity. Not just a new community centre, it would be something transformational. More than 30% of the members are non-Jewish so the brand needed to be inclusive and relatable to the general population and yet, rooted in the legacy of Judaism.

The solution: transform the 12 triangles that are the ‘DNA’ of the Star of David and reconstruct them into something less theological and more meaningful, more Westcoast and more contemporary. A pinecone symbolizes regeneration, longevity, nurturing and a connection to the past and future. This approach lead to further iconography, patterns and a visual language based on 12 triangles. 

Client:
Jewish Federation
of Greater Vancouver

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