Edlavitch DCJCC  is the Jewish community's address in our Nation's Capital, providing uniquely urban educational, social, cultural and fitness programs to everyone DC community, inside and outside the beltway, with the mission of building and preserving Jewish identity.





    Identity, Campaign, Editorial, Misc.





What we’ve accomplished:



The Logo

The primary goal for this project was to create a single icon that would work for all 12 of the center’s subsidiary organizations, and then finding a way to differentiate them from each other.

The board members, of the then DCJCC, wanted something that was more D.C. centric, open to all people, and “not too Jewish.” With that in mind, Seals created an icon using an ‘E’ for the Edlavitch name, stripes from the D.C. flag, and the Star of David in the negative space.

Lastly, by right aligning the text in the logo, Seals hints at the Torah, as it is alway read from right to left.


Lastly, as a way to differentiate each of the 12 subsidiaries, Seals assigned a unique color to each organization, allowing each of them to maintain their own unique identity.




As a way of increasing brand awareness, Seals created a print campaign to not




Beyond simple color changes, these differences can be seen in the collateral I've developed. For example, Theater J really wanted to be seen as more avant garde, so as an example for one of their seasonal program covers, I applied a black and white half-tone filter to the images. Or for the Film Festival, I turned the pieces of the EDCJCC logo into film strips.




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While a few things have changed since the new identity was introduced to the community, they've grabbed on to it and never let go.