Creating a powerful movement brand for a generation of young Jews

We developed the Entwine brand for JDC, the largest Jewish humanitarian organization in the world providing rescue, relief, and renewal for Jewish communities outside of North America.

JDC Young Professionals was a new initiative offering transformative global service and travel experiences, innovative educational programs, and tailored leadership development opportunities for young Jewish professionals around the world. But the JDC Young Professionals name was not appealing to a younger audience that weren’t familiar with the JDC brand.


We were inspired to develop the Entwine name after seeing a quote from Ralph I. Goldman, JDC’s Honorary Executive Vice President: “There is a single Jewish world, intertwined, interconnected.”  Entwine is a radical departure from the usual "Young Leadership" name found in so many other nonprofits.
We developed easy-to-use templates for content and campaigns ranging from  national programs to smaller, local initiatives.
Given the diverse array of applications – from events to travel programs, microsites to branded apparel – and the wide range of audiences using the brand, we had to develop robust and comprehensive guidelines for the Entwine brand.


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