JCC Introduces New Brand
November 24, 2014
The JCC today announced a major branding initiative, adopting the visual and thematic standards developed by the Jewish Community Centers of North America. The new brand, which the JCC will begin utilizing immediately, is the first change to JCC branding in nearly a decade.
“This brand represents the JCC that we are today and the JCC of tomorrow,” said JCC President and Chief Executive Officer Mark Shapiro. “It embraces the inclusive nature of our Jewish values and traditions, it celebrates our professionalism, and it affirms the JCC’s place as a destination for excellence and aspirational living.”
All future JCC publications and materials, including jccmilwaukee.org, will feature the updated brand, and the JCC will roll out new fixtures and collateral in the coming months.
“This is a brand evolution that was, frankly, a long time in coming, “ added JCC Chief Marketing Officer Chad Tessmer, who served on the national professional advisory group that designed the brand. “We are blessed to serve this community as experts in wellness, education, camping, and social services. To have a professional brand that matches our expertise is critical. Much like the community itself - the J is flexible, compassionate, and sets big goals.”
The new brand will be featured prominently in the upcoming winter program guide, in the roll-out of the JCC Summer Day Camps early bird registration, and in future membership promotions and community events.
“We talk a lot about how there’s just something about the J, something that’s hard to articulate but is always present when you walk through the doors or experience a program. This new brand is a tool that helps us better tell that story,” said Shapiro.
In line with the new brand standards, the JCC Board of Directors adjusted its governance and has reclassified the professional leadership team. Mark Shapiro, who has served as JCC Executive Director, has been named President and Chief Executive Officer. Peter Blair, previously Associate Executive Director, has been named Chief Operating Officer. Tommy Jostad continues in his role as Chief Financial Officer, longtime JCC employee Harriet Rothman has been named Chief Development Officer, and Chad Tessmer serves as Chief Marketing Officer.