Founded in 1917, JTA was the world’s first Jewish news service. In 2014, JTA made history again by merging with the web conglomerate MyJewishLearning. SMAKK was approached to create a parent brand that could unify all of the their existing digital brands with the nonprofit media organization. The challenge was to make their visual identity, messaging, and website all work together to tell their joint story.
Our goal from the beginning was to build upon the legacies of the merging organizations and to position their parent brand for the digital future. We started with an extensive research and discovery phase that included competitive surveys and stakeholder interviews. Our findings helped us understand cultural sensitivities and see the common values among our diverse, global audience.
A brand of many faces
The name references the 70 sides of the torah and the idea that the Jewish story is the product of a wide range of perspectives and personalities that must be explored from many angles. We extended this metaphor to the visual story by incorporating layered color blocking and subtle angles into the design, including the intersecting line in the logo. The logo also has a clean and minimal design that helps to unify the unique sub-brands while providing a rich and distinct identity for 70/Faces Media.
Know our audience
We created a custom user flow experience for each audience category. Advertisers and donors can easily navigate the site to find the information they need and the broader audience can get to know each of the digital sub-brands in-depth.