Maccabi International Program Department approached us in order to re-brand it’s department. As an integral part of the ‘Maccabi’ movement, it was important for the department to distinguish it’s activity with jewish youth all over the world, while still emphasising it being a part of the Maccabi movement. The MIPD main goal in its programs is to let the participants identify and connect with Israel.
Since the main Audiance of the brand is Jewish people living outside of Israel, we tried to compose an international language knowing we had to insert a bit of ‘Israeli’ experience to the game. We came up with the name ‘Yachad’ which mean ‘Together’ in Hebrew, but kept the latin font. This emphasised the mixer of cultures many jewish people feel while living in communities abroad. We decided to add a little ‘spice’ to the Maccabi Movement by designing a very young and colorfull visual language, emphasising the ‘Journey’ aspect of the programs. Casting a mix of spiritual and social experience in the offered programs.