Challenge
Matan (“gift” in Hebrew) is an organization whose mission is to integrate children with learning disabilities into the world of Jewish education. We were asked to create a new brand identity that reflected their move to expand nationally, and conveyed their mission and the organization’s values.
Solution
We helped the organization refocus its mission by reframing it and distancing its identity from the visual clichés that often trivialize an organizations mission. Matan sees its “gift” as having a dual purpose: The gift of education to its beneficiaries and the gift of educated children to the Jewish community. The butterfly icon suggests the liberation of a child with special needs when given the opportunity to learn and grow, thereby reflecting the aspirations of the organization.
Impact
Matan’s new brand identity has energized the organization’s employees, allowing them to see and feel their organization’s expanded and liberated focus. The butterfly is a new and unexpected meme in the world of Jewish education, communicating the organization’s novel pedagogic approach while implying its ultimate purpose.