The New Israel Fund

Rebranding activism: How nonprofits benefit from a comprehensive branding positioning

Earlier this year, the New Israel Fund (NIF), a US non-profit operating as a backbone of ventures dedicated to advancing democracy, equality and freedom in Israel, needed help with their branding issue. A team of eager Designit strategists and designers took on the rebrand project - rethinking NIFs controversial positioning and designing a brand identity that encapsulates its true essence.

Extensive research with stakeholders, journalists, activists, and the public informed us that the absence of clearly communicated brand identity could lead to vulnerability. And with room for interpretation, even brands in the non-profit space can be left defenceless. So, we wanted to develop a concept that re-legitimised the brand and allowed NIF to reclaim its narrative. This meant an extensive strategic phase that resulted in a new concept reflecting a driven, charismatic and visionary approach that changes over time to fit the zeitgeist and NIFs aspirations to shape the future.

‘Every rebranding project requires a different approach. Here, we articulated an inspirational manifesto for NIF, which expressed the new brand promise and served as a creative brief. It guided the translation of strategy to design and the exploration of the visual language.’

Ortal Birka

Senior Experience and Brand Designe

The new brand identity is created with a contemporary twist that effectively communicates NIF's vision to the broad public. The new language uses a light motive, reflecting hope and unity, a circle as a non-hierarchical shape and the heritage typeface David Libre. The visual system was also applied to Shatil, NIF's empowerment and training centre.

NIF will launch the new brand and website at a fundraising event and Haaretz's Conference in November. We look forward to telling you more about the creative process and website design in future articles.

Stay tuned for more.