Declarative Creative Consultancy: SLC JCC Brand Identity Case Study
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The Client
IJ & Jeanné Wagner Jewish Community Center
the challenge
Honoring Heritage while Refreshing a Legacy Brand
INDUSTRY
Social Services
objective
Modernizing the Look and Feel of a Legacy Brand
A community cornerstone, the IJ & Jeanné Wagner Jewish Community Center has been operating in Salt Lake City for more than 100 years. As the JCC continues to evolve its offerings and amenities, their leadership team was looking for an updated brand that matched their elevated approach. Our team partnered with the JCC to refresh brand visuals and strategic messaging in a way that would honor their history and traditions while accurately communicating the organization’s dynamic programming and modern facility.
SOLUTION
A Cohesive Brand Evolution
Through close collaboration with the JCC team, we gained a deep understanding of the core values that make their community special and the innovative programming that attracts patrons of all ages. To enhance visual communication, we refreshed their logo, developed an inviting color palette, and added in icons and signature program colors to support wayfinding. To better communicate their value proposition, we synthesized new messaging including a tagline, program core language, curated descriptors, and a clear, simple messaging hierarchy. Together, these elements created a dynamic brand update that blends heritage and innovation.
"We have loved working with the Declarative staff. So much of what’s done at the JCC is done by committee and inevitably, all of the committee members have strong and varied opinions. The Declarative team patiently listened to our questions and suggestions and we are very excited and pleased with the final product."
—ANDREA ALCABES, CHIEF EXECUTIVE OFFICER
