Auschwitz Jewish Center Foundation. Brand Strategy, Manifesto & Tagline, Logo, Visual Identity.
Education is the most powerful weapon for fighting hatred
We’ve had the privilege of branding some remarkable organizations over the years, but few have moved and humbled us like the Auschwitz Jewish Center Foundation.
The foundation supports the Auschwitz Jewish Center, a museum and learning center located in Osweizim, Poland, just three kilometers from the infamous concentration camp. The museum celebrates the Jewish community that lived in the town for hundreds of years, in stark contrast to the horrors of the Holocaust.
The foundation came to us for help telling their story in order to increase awareness and fundraising. The important work this small center does is impressive yet relatively unknown. They needed to stand out amidst the many other Holocaust-related organizations, because they are, in fact, much more than that. And they needed to do that with their name, logo, narrative and overarching identity.
We can go beyond remembering the most despicable crime in human history so that it has a more positive and lasting impact. And that is to ensure that future generations all over the world understand where baseless hatred can lead to…and that we all share a responsibility to fight it.
The Auschwitz Jewish Center Foundation is about anti-hatred for all people everywhere – a key distinction that had to shine through in our work. Because as long as there is hatred in the world, stains on the soul of humanity such as the Holocaust are possible. But as strong as hatred can be, education, understanding and compassion will always be stronger.
We crafted a bold and moving narrative – their reason for being. We created a new logo that illustrates the journey from darkness to light – from Auschwitz to a future of peaceful coexistence for all peoples. We also delivered a variety of marketing materials, including stationery, a presentation template, and a customizable fundraising event invitation.
The visual identity we created for this incredible organization arose directly out of their story, a story best summarized by a line that appears in it: “The opposite of hate is not love. The opposite of hate is education and the understanding that comes from it – we cannot hate those we truly know.”