In 2005, The Associated: Jewish Community Federation of Baltimore was “Making A World Of Difference.” In 2008, it asked the community, “We Are Associated. Are You?”
In 2013, The Associated is “Inspiring Jewish Community.”
And last week, the fundraising engine began uprooting and replacing its old lawn signs with placards announcing the new message, a message that was determined based on countless hours of interviews, meetings and reflection. Associated Marketing Chair Kathy Fried oversaw the process through her company, LFG Partners, formerly the Lindler Fried Group.
Fried told the JT that The Associated spent months beginning in spring 2012 learning about how the community perceived the organization’s brand and then created its new look based on those findings and how it would want the community to perceive it.
“We surveyed people so we could say, ‘This is what people think. This is what we want people to think,’” said Fried.
What is the message?
“Conceptually, it’s very similar [to the old brand],” said Fried, “But the Jewish star with the people is bolder, and we use a more impactful type. The colors are blue and green. The blue is a deep, rich blue — more of a corporate color. It’s a richer, stronger blue. The green … represents growth, renewal, energy, safety and sustainability.”
Fried said that thus far the new logo and messaging have been well received. She said the perception is that the concept is both flexible and also strong — “it has boundaries.”
There will be 68 new signs in place by Rosh Hashanah.
Photos by Marc Shapiro