Hebrew Union College
Not all rabbis have beards.
Founded in 1875, Hebrew Union College-Jewish Institute of Religion is the largest institution for educating reform rabbis, cantors, and non-profit professionals. Inside HUC, programming was very progressive. But to the outside world, their branding looked like it was designed in the ‘70s (that’s because it was). The brand and their recruitment campaign was in need of a serious (or perhaps playful) update. After speaking with current students, alumnae, potential students and those who dismissed HUC outright, we were able to create an identity that finally reflects who they are. At the time we took on the assignment, applications were alarmingly down. By showing that they are a modern institution and change agents, there is now a waiting list to get into this competitive school.
The design system developed for HUC is rooted in the geometry of the Jewish star.