2024 Annual Campaign assets
I stepped into a newly created leadership role during a period of transition. Senior designers were retiring, institutional knowledge was at risk, and national brand standards were being introduced across the Federation network. At the same time, the organization produced a large volume of materials across departments, programs, and audiences, increasing the urgency for a coherent creative system.
The brand had grown fragmented over time. Visuals varied widely by department and project owner, there were no shared systems, and consistency depended on individual designers rather than structure. The scale of output made one-off solutions unsustainable and diluted brand recognition.
I translated national brand standards into a scalable, flexible creative system that served evolving organizational needs. Instead of generic imagery, we elevated real photography of the community to strengthen authenticity and emotional connection.
Interpreted and implemented Jewish Federation of North America (JFNA) brand standards organization-wide
Defined brand architecture for core departments and initiatives
Standardized presentation materials for internal and external audiences
Designed a modular print system with an interchangeable insert library for customizable executions
Built reusable design templates and usage guidelines to support consistency at scale
Yearly campaign materials
Identity applications (logos, stationery, signage)
Presentation systems, educational tools, and internal processes
Print, digital, and motion assets supporting programs, events, and campaigns
Web and email Figma mockups
Consistent brand expression across departments
Faster production cycles with reduced revisions
Clear, recognizable brand presence across touchpoints
Stronger internal alignment around creative outputs
