Jewish Literary Foundation

Creating an organisation brand to further the Jewish literary culture across the UK, and enable them to grow their remit and reach.

A strategic repositioning of a well-established Jewish literary festival into a broader organisation promoting Jewish literary tradition across the UK. The newly named Jewish Literary Foundation aims to reach wider audiences and raise the profile and appreciation of Jewish literature. This year-long project involved working with the project team and consulting audience groups to formulate the brand positioning, create the new name, and design and build the website, festival programme microsite, and marketing materials.

Sectors and services: Culture; Brand presence; Digital + Film

Tags: brand positioning; naming; branding; brand language; brand guidelines; messaging; brand strategy; imagery; event promotion; literature; advertising; programme; website; social media; brand film; festival; arts; literary; london

Overarching brand

At the core of the new foundation brand is the Jewish literary tradition that is distinguished by its practice of analysing and reconsidering concepts, constantly seeking fresh perspectives that can ultimately lead to a better understanding of our humanity. The logo embodies this concept simply, supported by a bold, dynamic visual language that uses visual wit and modern styling.

“From the outset, the Fit team displayed a clear understanding of our vision and effectively translated it into a cohesive brand identity that aligns with our goals. Their professionalism, enthusiasm, attention to detail, and creative approach were evident throughout the process, ensuring a smooth and efficient collaboration. We are highly satisfied with the final brand, which has been positively received by our audience and partners. We would recommend Fit Creative to organisations seeking a skilled and committed creative agency.”
Claudia Rubenstein
Programme Director

“Working with Fit Creative on the rebrand of our charity organisation with a strong & established heritage was a revelation. They facilitated a full review of the brand, crafted a fantastic new brand architecture and positioning, and defined a new brand purpose, mission, and set of values to fulfill our aspirations. They then went on to develop and create an entirely new set of visual assets for the brand. Ultimately, they helped to transform a heritage charity based around a single annual event into an organisation with a distinctive year-round mission complemented by a future-ready new visual identity, enabling us to move forward and reach out to new audiences, and fulfill our newly defined aspirations with confidence and excitement.”
Alex Gordon
Trustee

Brand film

Launching the new organisation brand with a film which explains the offering and the ambitions of this exciting organisation, featuring footage from the many decades of festivals that have hosted world-renowned writers and fresh new literary voices.

Website

A new website was created for the Jewish Literary Foundation to enable it to promote all of its activities and events in one destination, and a bespoke microsite for the core event - Book Week. This structure of online presence means that long-standing fans of the Book Week can easily find and book events, whilst also being made aware of the other events and opportunities that they can get involved in.

Critically, the new website presents on-demand video from the archive of recorded events, talks, conferences, and performances, which can also be searched, in a new player section of the website.

Book Week 24 festival

Book Week 24 was unveiled under the new umbrella brand of the Jewish Literary Foundation and themed under ‘evolution’ to mark the changes the parent brand is undergoing and its aspirations for the future.

A microsite dedicated to searching through event listings and purchasing tickets.

Consistent on-site graphics created brand presence for the festival at the host venue as well as direct people to events, and thanked supporters and sponsors.

A newly formatted festival programme achieved an improved presentation of the line-up whilst also saving 33% on previous costs and promoted the foundation's wider activities.