Beit hesed
Role: Lead Designer
Done with: Goldfish Marketing
Background
Beit Hesed is a new nonprofit initiative to build an assisted living complex in Israel to serve the older generation. The number of aging people in Israel has grown over 20x in the past 40 years yet they are apart of the most neglected segment of society. Beit Hesed has a vision to have assisted living for those who are independent, need further assistance, require nursing care, or have specific Dementia and Alzheimer needs. There is no other modern facility in Jerusalem that helps Alzheimers patients in this way.
Exploration
Beit Hesed came to us with a logo they created that they felt was too rough around the edges. So, we began with the usual industry and client research before delivering the first round of ideas. The direction of a safety net or hearts to align with the “Kind Home” meaning of their name wasn’t right for them. So in the next round, the concept of the mountains and sunrise of their original logo was pushed further.
Identity Finalization
The minimal mountains and sunrise option was the selected mark. Ultimately, the client thought it was important that their logo be able to work in both English and Hebrew at the same time. These languages read from opposite directions (English is left to right, while Hebrew is right to left). Leaning on this concept, it was achievable to put both languages together in one logo where the reader is able to see their first language, well, first.
The Site
Beit Hesed’s site will serve as a hub of information throughout their construction process. They needed to be able to explain the needs, vision, and care they will be giving. They also required a space to share images, videos, and news of their progress whether that is on their site or their email newsletter. Since they are a nonprofit, establishing a clear way to donate and contact them was of course vital to their early stages of their project.
