THE WASSERMAN CENTER FOR FAMILY LIFE

ROLE | ART DIRECTION, STYLE GUIDE, MOTION GRAPHICS, ADVERTISING, UX/UI DESIGN

Stakeholder's were looking for a way to bring new life to the JCC's Children + Families program advertising, which had previously been treated using the JCC's institutional branding. My goal was to create a system with flexibility for designers, and that looked child friendly while keeping the advertising directed at parents. I kept the same customized Eagle font as the JCC institutional brand and updated it's treatment, moving from all caps to title case for headlines to accentuate the roundness and inviting nature of the font. The horizontal dividing line used in institutional branding was updated to a wavy line, a nod to the rounded tops of the M's in the JCC's logo, and again the roundness of the font. The color pallet was updated to be more youthful and vibrant, and two new graphic elements were added; circles and a "MM" shape again calling back to the JCC's logo.

The "MM" shape can stand on it's own filled with solid color, or can be filled with a textural background image, like pool water, to allow the creation of ads that rely more heavily on creative copy and less on finding a good image. For traditional photography, subjects were masked in photoshop, then had their backgrounds drawn back in with a continuous swooping motion, mimicking how a child would use finger paints or draw on a tablet. This allows the designer to remove distracting background elements from candid photos and pull focus back onto the subjects, while giving the images some context that they were taken in the JCC and are not stock. The circle graphics are placed behind photos to make them pop against the background and pull the viewers eye in.

The refreshed look was launched for the JCC's 2022/2023 winter class registration campaign. It included banner ads, branded emails, class listing guide, and instagram campaign.