Adamah

The Insight

Three critical findings powered the development of the new organization’s strategy. First, the heart of the brand is about connection: with the land, with Judaism, with other people, and between the organizations. The new brand had to communicate the opportunity for increased connections.

Secondly, the progressive, earthy vibe from which both organizations were founded was an asset, not a liability. The feeling of joy, spirit, engagement, and meaningful human connections were essential to their success.

And yet, third, the new organization had to demonstrate that it was transitioning from past brand experiences, where the organizations had vision but not always follow-through to a brand that gets things done.

The Journey

We collaborated with the now-expanded team to come to alignment around who Adamah would be,
and then created the brand signals—including a new name, tagline, key messages, and website—that invite their broad audience to cultivate connections between Jewish life and sustainability.

The new name “Adamah” weaves sustainability into the fabric of Jewish life. The Hebrew word “adamah,” meaning ground or Earth, contains within it the word “adam,” meaning person—a symbolic reflection of the intertwining of people and planet. Their tagline “People. Planet. Purpose.” translates this mission in a clear, concise way.

We helped activate their new unified brand and messages in a new website. The web architecture clearly presents the breadth of their programs—strengthening their position as the largest Jewish environmental organization in the world—in a user-friendly package. It balances the invitation for mission fulfillment, awareness, fundraising, and managing retreat site rentals.

The Impact

A year after the brand launch, the rebrand has been fully embraced by Adamah’s growing community. New regional hubs are opening around North America, and over 60 high school clubs have been founded around the country. Rather than being seen as a collection of programs, the entire organization is unified under a single, cohesive brand.