BZBI’s True Colors

March 8, 2016 Branding, New Work


Last year, Philadelphia’s Temple Beth Zion-Beth Israel (BZBI) received a brand refresh when we designed their new website. We were inspired by the synagogue’s Neo-Gothic building and their extensive roster of community programs that aim to educate, engage and foster a feeling of belonging.

To capture the vibrancy and excitement found in their engagement efforts, we infused the site with a bold, enthusiastic color palette. Patterned elements make this virtual home a reflection of the richness and warmth of BZBI’s physical architecture. New language conveys that BZBI is not only where you belong but also where you thrive, learn, worship and volunteer.

MGD introduced interactive features such as a customized calendar to sort and present BZBI’s robust line-up of events and an “upcoming” sidebar tab that automatically displays links to the next four events. Big photos of congregants, clergy and staff offer a lens into the activities and the joy experienced by the members of this diverse and multi-generational Conservative synagogue. Key to the success of user engagement is a clear strategy for presenting lean yet informative content. ipads

Since the site launch in April, we’ve been redesigning BZBI’s broader system of communication, both print and digital, to more closely align with the website’s visual appearance and content organization. Building brand recognition and ensuring consistency across all communication is at the heart of our efforts.

A series of mailers was designed to highlight the monthly happenings at BZBI. These colorful folded calendars are packed with content but are still small enough to hang on a refrigerator.


The staff wanted the freedom to create their own in-house flyers. To make it easy for them, we designed a branded template system in Microsoft Word with clear specifications for photo placement, font selection and font size. Now they can pick the most appropriate category for each communication (e.g., worship, learn, thrive), arrange pictures and text, and know that the final product will be visually consistent with their suite of marketing materials.


Business Cards
To capture the unique personalities of BZBI’s clergy and staff, we gave everyone an opportunity to select their favorite color from the new BZBI palette to use on their card. The collection is a great expression of the flavor of this dynamic staff.


Promotional Collateral
Ongoing postcards and ads, targeted to members and the public, help promote the synagogue’s abundant offerings. These can be found on social media and in print.


Marking the Site
On the corner of 18th and Spruce Streets in Center City, you’ll find the real home of BZBI. It’s marked by a 9-foot banner and a case displaying this week’s announcements. The display was designed with an internal hinged frame to enclose content that changes weekly. 

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