A story that cried out to be told
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, a new logo, narrative, and overarching visual identity.
Holocaust and remembrance
The foundation asks what we do with the memories, how to help future generations process where hatred can go and the shared responsibility we have to stand against it. That commitment was central to the story we needed to tell. A commitment made by Arnold Schwarzenegger who came to visit, for example.
Stronger than hate
The Auschwitz Jewish Center Foundation is about anti-hatred for all people everywhere. It was essential for this to shine through in the work, because hatred is what makes another real Holocaust possible. The message being that as strong as hatred can be, education, understanding and compassion will always be stronger.
A journey from darkness to light.
That was the heart of The Auschwitz Jewish Center Foundation’s story. From there we created a new logo that illustrates the journey from darkness to light. We evolved the work into stationery, signage, presentation templates, fundraising-event invitations and more. A shared story, with practical ways for the foundation to express it.
To this we say Amen
The visual identity we created for this incredible organization came 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.”
Carrying their stories forward
Every year, AJCF’s American Service Academies Program brings future American military officers to Poland to confront the history of the Holocaust. They visit Auschwitz, hear survivors’ testimony and consider what those lessons demand of them as leaders.
Remembering the victims and carrying their stories forward becomes a shared responsibility. Because you don’t have to be Jewish to stand against antisemitism. And you don’t have to inherit a history to help ensure it’s never repeated. This is the work we’re proud to have helped AJCF put into words.
Remembering the victims and carrying their stories forward becomes a shared responsibility. Because you don’t have to be Jewish to stand against antisemitism. And you don’t have to inherit a history to help ensure it’s never repeated. This is the work we’re proud to have helped AJCF put into words.
