HOPE FOR ALIYAH
Role: Lead Designer
Done with: Goldfish Marketing
Background
Aliyah is a Hebrew term for the process of immigrating to Israel that more literally means “going up.” Hope For Aliyah is an organization that supports people through the entire immigration process. They mostly work with people from North America who are enthusiastic about their move yet have a lot of questions. Hope For Aliyah listens to each person’s needs, answers their questions, and is a trusted source of guidance so that their client doesn’t need to be overwhelmed. They are your coach, cheerleader, and lifesaver. Moving and immigrating can of course be stressful, so Hope For Aliyah needed a face to their potential clients that is uplifting, encouraging, and trusted.
Exploration
I gravitated towards the concept that Aliyah literally means “going up.” No matter someone’s reason for immigrating, typically that person believes this place is better for them than their previous home country. They believe they are headed to a better place, that they are moving up. This is a common thread in many of my sketched ideas. Arrows, mountains, birds of flight, or just the implied vertical direction. (Preliminary sketches are “Hope of Aliyah,” but they later changed the name to “Hope For Aliyah” during this process).
Identity Finalization
Through exploration and presentation of various ideas, we determined combining a few of the ideas was a solid direction. The finalized mark shows the path up towards the goal. The unbroken line is continually striving up despite the occasional turn or mountain to climb. Other companies in this space tend to use blue and white. Israel’s national colors. Hope For Aliyah wanted to stand out. They are fun, approachable fellow-humans looking to guide their clients, and this color scheme really fit their personality. Mark and text can also be used separately to be flexible in various applications.
The Site
Hope For Aliyah’s site is where potential clients go when they are just beginning to look for answers. It’s a friendly hello with helpful initial resources and explanation. This is a big step for clients, but when they are finally ready this site needs to make getting in touch with Hope For Aliyah easy. By keeping the navigation items simple through sitemap planning, clients always know where to go. Homepage planning was also crucial. We kept the idea of a continual line leading clients from the logo into the background of the page. This also helps guide clients through the directional flow down the page.
