Adamah
By uniting two trailblazing organizations under one powerful brand, Adamah emerged as the leading voice for Jewish environmentalism— expanding programs, opening new hubs, and fueling a youth movement with over 60 high school clubs (and counting!) nationwide.
Sector
Nonprofits
Deliverables
Brand Strategy
Visual Identity
Website Design
Website Strategy
WordPress Development
Visual Identity
Website Design
Website Strategy
WordPress Development
Two missions, one merger to land.
Challenge
When Hazon—the Jewish movement for sustainability—and the Pearlstone Center—an important Jewish environmental steward and retreat center in Maryland—merged to become one organization, the Jewish environmental movement gained a powerful new leader. But as a newly-merged organization, they had to bring a plethora of programs and locations under a single cohesive brand
Connection runs underneath all of it.
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.
Renamed: Adamah, person and ground as one.
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.
Sixty chapters and a youth movement.
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.
