How do you reintroduce a brand with new vitality?

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JoshuaVentureGroup logoJoshuaVentureGroup business cardsJoshuaVentureGroup homepageJoshuaVentureGroup website
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JoshuaVentureGroup logo
JoshuaVentureGroup logo
JoshuaVentureGroup business cards
JoshuaVentureGroup business cards
JoshuaVentureGroup homepage
JoshuaVentureGroup homepage
JoshuaVentureGroup website
JoshuaVentureGroup website

Challenge

Joshua Venture Group, a seed fund for innovative Jewish social ventures, was preparing for a reentry into the nonprofit world after a 3 year-long hiatus when they came to Empax. Coming back with a revitalized vision and new leadership required a completely new identity, while reminding their public of their former iteration. Empax was tasked with helping the organization reformulate itself while remaining memorable to its original adherents.

Solution

An adjustment to the name (previously Joshua Venture) as well as to the visual identity was clearly in order. To highlight the notion of Jewish social entrepreneurship and the community-oriented element of the fellows they fund, Empax added the word “Group” to their name. The visual environment we created was shifted from the best known episode of Joshua, (footsteps in the ground representing the crossing of the Israelites into the Promised Land), to the lesser-known story of his having first been a spy, bringing back an enormous cluster of grapes to show the bounty and promise of the land. The image of grapes and a cluster afforded a color scheme that is unique within their brand landscape and offers a refreshing take on Jewish philanthropy.

Impact

The Joshua Venture Group site is buzzing. They are reconnecting previous fellows with new users and will soon launch a new, virtual application process for potential grantees. Of equal importance, the members of the organization feel proud and confident of their organization, helped by their new brand.