JCDS
I don’t typically work on branding projects for schools, but the more I learned about Boston’s Jewish Community Day School, the more I realized that I had to take this project on. Primarily due to the fact that while learning about the school, I wished that I wish I could have gone there as a student.
While there are so many academic institutions that focus on testing and grading, JCDS places as much focus and emphasis on emotion based learning. JCDS truly is a place that invests in the hearts and in the minds of the next generation and seeks to mold tomorrow’s leaders as thinking and feeling individuals.
And so the school challenged Harun and me to drive awareness to their unique mission and values and to differentiate the school from its competition within the greater Boston area.
This is what we came up with.
The concept: Only the individual with intellectual curiosity and emotional integrity can access a multiverse of knowledge and experiences. And it’s only through a receptive mind and benevolent heart can they access everything that’s being offered to them.
Worn together, the merch allowed for students to show off their capacity to learn and love.
To encourage dialogue, we created a mug set—one with “Open Hearts” and the other with “Open Minds.” Only when they were brought together could they complete the third aspect of our tagline and “Open Worlds.”
An example of our print ad campaign.