A sub-brand of the JCCSF at 3200stories.org.

This 2014 campaign was developed within a tight timeframe to re-launch a re-branded website/online publication of the JCCSF, 3200 Stories, a storytelling site comprised of contributors' articles and videos about a range of subject matter. The campaign was built to attract authors and artists to contribute and to generate overall brand awareness in the Bay Area. The color palette, typography and design riffs off of the site re-vamp. Multiple versions of ads were created with a suite of interchangeable imagery, each scaled to suit various Bay Area media. Ads ran for a couple of months on social, online, print, and outdoor (Bart stations and bus shelters) outlets.

Creative Team
Creative Director: Susan Kirshenbaum
Design & Illustration: Anna Singer
Copy:  Maria Brock-Schulman 

The arts and ideas “culture vultures, feed your appetite” campaign was originally conceived and launched in 2012 – 13 then it was refreshed and refined for the 2013 – 14 season. This creative concept is still in use for the upcoming season. Each year the JCSSF re-brands or refreshes the A&I season marketing materials across all media. This is complex and extensive program, for about 100 events, and there's on-going measurement against the event costs and ticket sales. From June to June, we produce a series of high-quality print pieces as well as seasonal ads, postcards, regular emails plus online ads and social media placements created on the fly to promote individual events. Initially the campaign rolls out via email and on the A&I subsite which lives on JCCSF’s primary website where it is maintained.

Throughout the season we generated numerous ads in print and online, Muni bus tails, flyers, posters, environmental graphics, event programs, and social media placements. This multi-year campaign was markedly successful for its signature edgy copy and, in this particular season, its striking neon palette.

jccsf.org/arts

Creative Team
Creative Director: Susan Kirshenbaum • Design Concept: Robin Terra, Terra Design • Digital/Graphic Design and Production: Dani Buckwald • Copy and Editing: Kim Olson • Project and Account Management/Media Placement: Michele Imfeld Wessling and Alexa Couphos

annualreport.jccsf.org

As the JCCSF’s creative director the annual report was a project that I managed for many years. Each time we reconsidered the best delivery method for it, as an individual printed piece or as part of the guide. Last year, we succeeded in launching the AR entirely online as a microsite. We planned the site working with our web team and both internal and external video producers and incorporated an existed year-end review video (I directed) and produced four new testimonial videos, each featuring unique human interest stories. We also produced a short letter video -- statements by the BOD President and the Executive Director. We worked closely with the development team and other key stakeholders and generated a theme of “regeneration”. The site is content rich and makes use of many of the advantages of an online vs. printed report. The custom iillustration was produced by The Little Friends of Printmaking, who also created a corresponding guide cover. We built a simplified version to print from the site as PDFs too.

Creative Team
Creative Director: Susan Kirshenbaum • Design Concept: Anna Singer • Digital Designer: Dani Buckwald • Illustration: The Little Friends of Printmaking • Copy: Nancy Friedman, Wordworking • Videos: Chris Howell and Zach Hammer • Photography: Sasha Gulish and numerous other sources

This humorous series of TV spots were created in collaboration with several Bay Area JCCs and Comcast. I was involved in some project management, individualized scripting and footage of the JCCSF Fitness Center. This was also my first experience working with Zach Hammer (thehammerhouse.com) videographer, who later shot and produced several videos for me including the Olive Tree Society Donor video and 2012 – 13 Online Annual Report videos of Maurice Kanbar and UCSF Medical Partners.

At the JCCSF I also coordinated a small team (sound/talent/script writer) to produce numerous voiceovers for our complex phone messaging system and multiple videos.

Three times a year we produced a comprehensive guide, both in print and online, outlining all of the events for the next four months. I commissioned a wide variety of internationally acclaimed, award-winning illustrators to create unique front cover art that reflects each new season. This artwork has become an integral park of the JCCSF website which corresponds to the same seasonal updates. The interior layouts are refreshed periodically and correspond to marketing materials that are throughout the facility as posters and flyers.

jccsf.org/guide

Creative Team
Creative Director: Susan Kirshenbaum
Design: Anna Singer
Copy: Maria Brock-Schulman 
Photography: Sasha Gulish and numerous other sources

Artists and Awards

Winter & Spring 2014: The Little Friends of Printmaking
Fall Guide 2013: Josie Portillo
Summer Guide 2013: Andrew Bannecker
Winter & Spring Guide 2013 and Annual Report Cover: Sara Fanelli
Summer 2012: Nora Krug
Fall Guide 2011: Lauren Simkin Berke
Summer Guide 2014: Calef Brown
Awards for JCCSF covers by Society of Illustrators: 
Nora Krug
Lauren Simkin Berke

Working closely with our Jewish Education Rabbi we developed this whimsical series of interpretations of seasonal holidays. Each primary piece is billboard-size, hanging in two locations within the JCCSF. It’s accompanied by a handout version and an online animated version. The intention of these pieces is to break down the holidays into an appealing and digestible format for the extremely diverse audiences who might read them, including children.

3200stories.org/blog/post/sparks-of-jewish-life

Creative Team
Creative Director: Susan Kirshenbaum • Graphic/Digital Design & Illustration: Anna Singer and Dani Buckwald • Masthead Artwork: Irene Lederer • Copy: Maria Brock-Schulman and Luke Heyerman

In January 2014 the JCCSF marked its 10th anniversary in its new building. The creative team took on this branding assignment within a next-to-impossible timeframe, a month turn-around. Starting in early December 2013, we created an event identity, slogan, boilerplate copy and a series of marketing pieces. We researched, wrote, designed and produced the large-scale signature piece, an image-rich timeline, to launch in time for the anniversary celebration. We collected images from our archives and built this timeline, which was also an interactive solicitation to get members to contribute and record their memories. Though the campaign was brief, this compelling timeline is now a semi-permanent building installation.

Creative Team
Creative Director: Susan Kirshenbaum • Timeline Design: Tina Hardison • Identity Design: Anna Singer • Writers: Nathaniel Bergson-Michaelson and Maria Brock-Schulman • Production: Alexa Couphos

Every year the JCCSF development team puts on two signature events to raise funds. These events requires creating a branding and marketing campaign that lasts for several months to draw attendees and funders. Clients included external committee chairs and internal senior management. Year after year we exceeded the previous year’s success. For each season's unique event theme my creative team produced deliverables which included: Email design and series of emails (teasers through follow-ups), Web page design and site ads, print design including invitation, RSVP, event program, promotional posters, and giveaways.

Creative Team

SHOWCASE
Creative Director: Susan Kirshenbaum • 2012 Design and Copy: Chromium (formerly Wessling Creative Group) • 2013 & 14: Design and Illustration: Anna Singer • Copy:  Maria Brock-Schulman 
jccsf.org/give/showcase

STAR GALA
Creative Director: Susan Kirshenbaum • 2012 Design: Mark Marvin • 2013 & 14 Design and Illustration: Design: Anna Singer • Copy:  Maria Brock-Schulman 
jccsf.org/stargala

“More than a gym. A lifestyle.” This elegant yet powerful campaign was created to cut through the typical hard sell fitness membership offers and appeal to those looking for a more thoughtful, healthy individual lifestyle. It’s run a few times in several iterations across a wide range of media (Muni bus tails, bus shelters, environmental graphics, print and online advertising and social media). Use of toned black and white imagery of real people makes it possible to imagine yourself there.

Creative Team
Creative Director: Susan Kirshenbaum • Design: Chelsea Olson and Katie Lewis • Copy: Maria Brock-Schulman • Photo: Sasha Gulish

With our planned re-launch of the style for marketing summer camp, I cam up with a plan to create a teaser series of postcard. Each card revealed a bit more. We re-thought summer camp, and we refreshed its copy, names, slogans, visual branding and marketing promotions across all media. We made it big and bold, visually rich yet streamlined and sophisticated. The cornerstone piece of the annual camp campaign is a detailed publication and companion microsite, with editorial content. There’s also a fully integrated , coordinated campaign to promote camp through emails, ads, building graphics and banners, signage, and posters. This design was updated in the following two seasons. Each season camps fill up faster than the last.

Creative Team
Creative Director: Susan Kirshenbaum • Design: Dani Buckwald • Copy: Luke Heyerman and Maria Brock-Schulman • Photo: Sasha Gulish

jccsf.org/summercamp

Dance Jam and Bollywood were themes for free member appreciation dance classes held in the JCCSF’s multi-story atrium.

The audience for these events was strictly internal, for members only, so the campaigns were only seen within the building, via email and the website.

Creative Team
Creative Director: Susan Kirshenbaum
Design and Illustration: Anna Singer
Copy: Maria Brock-Schulman 

“I learned to swim at the JCCSF” has been a common refrain for decades, but the swim program had lost its edge with increasing competition. Through licensing of a teaching program called Aquatics Concepts, and our extensive re-branding program, the JCCSF won it’s positioning back in front of the market, as the place to learn to swim.

Phase 1: Comprehensive branding (identity, graphics system, color palette. Marketing and educational materials including environmental graphics (banners and signage)

Phase 2: Marketing campaign including bus tail ads, print and online ads

Phase 3: Family Changing Area – environmental graphics which included a complete “wrap” of the area in close collaboration with the interior designer/architect
 

Creative Team
Creative Director: Susan Kirshenbaum • Branding: Wessling Creative Group • Design: Mark Marvin, Anna Singer, Dani Buckwald • Copy:  Luke Heyerman and Maria Brock-Schulman

"These strong numbers (registrations for swim lessons) are a result of a very effective marketing campaign crafted and executed by our Marketing Team AND the very hard and diligent work put in by Cliff and the Aquatics Team. Congratulations to all and thank you for your efforts that are positioning us for a great launch."
- Craig Salgado
Director of Athletics & Aquatics

We refurbished an existing logo and built out a new identity system around it. This sub-brand of the JCCSF represented an edgy young adult brand. We carried this bold look and feel into event promotional materials, each with a signature collage illustration.

Creative Team
Creative Director: Susan Kirshenbaum • Design and Illustration: Dani Buckwald • Copy: Luke Heyerman and Maria Brock-Schulman

Community Table

During my tenure at the JCCSF we worked on three café re-brandings. This last one was the most extensive and enduring. I hired and worked closely with an outside agency, WCG, to develop a name (Community Table), a slogan (Gather Around the Table), a brand identity and personality, and a visual system and tone that spanned all areas: environmental graphics, wall art, signage, menus, interior design, exterior banners, and print and web promotional materials. The system was built out over time to add a catering arm. We directed several food photography shoots and established a luscious image bank of the chef’s signature dishes.

Creative Team
Creative Director: Susan Kirshenbaum • Branding Agency: Wessling Creative Group • Photography: Marshall Gordon • Copy (post-branding): Maria Brock-Schulman

jccsf.org/cafe

Kumzitz, A&I, OTS, Navigator, Kinder Fun Klub and Redfining the Score are a small sampling of the numerous identities for sub-brands that we created for the JCCSF.

“Kumzitz”, from the Yiddish word for “come sit,” indicates a relaxed gathering, often around a fire. This mark was developed for the JCCSF’s annual community sing-along event, which is geared toward adults who are nostalgic for their summer camp days. The style was inspired by 60s pop art a la Roy Lichtenstein. The extended design system was applied to print, online, and promotional materials. Design: Dani Buckwald

This Arts & Ideas typographic identity was developed in 2013 to correspond with the bold, graphic campaign we introduced that season, and which was meant to endure beyond one seasonal. A strong color palette teamed with black and white imagery and powerful edgy copy  (“ Culture Vultures, Feed Your Appetite”) was applied to all campaign materials in a tightly coordinated system which included print, outdoor, digital and online adverting, print collateral, signage, DM, and website and email graphics. Design: Robin Terra

This custom illustrated logo was created for the JCCSF’s legacy society which we named, created the slogan “Where Legacies Flourish”, and produced a video, print collateral and microsite (no longer live). Design and Illustration: Hugh D'Andrade

Fitness Navigator is a visual identity and tagline for a JCCSF microsite that we created for prospective and new fitness center members. The type style is derived from the charming illustrations and hand lettering by San Francisco illustrator, Wendy MacNauton.  Her source material came from onsite work for this “sketch book series”. Design for identity and website: Dani Buckwald 

fitnessnavigator.jccsf.org

http://wendymacnaughton.com

Kinder Fun Klub is a popular program for toddlers and parents/caregivers to play together. This identity was applied to the print and online pieces.

“Redefining the Score” is a JCCSF youth sports initiative that we developed and applied to athletic wear, ads, banners and even the gymnasium floor.