Habayta

Location:

Jerusalem

Industry:

Nonprofit

Services:

Brand Strategy & Positioning
Brand Naming
Brand Identity
Website Design & Development
Habayta is a global community of people on a journey home - together. Through Torah, music, prayer, and shared experiences, Habayta empowers individuals to cultivate self-awareness, God-consciousness, and growth-oriented community.

Client Testimonial:

"Working with HiPitched took our business to the next level.  Establishing our brand was a thrilling experience through the work we did together.

The approach that we felt from HiPitched was professional, personal and sensitive."
When it came to branding their organization, the Habayta team had a few significant goals. They were hoping to achieve:

Brand awareness
Brand affinity
Speaking engagements
Donor interest

First, we created several avatars based on the various personalities of Habayta's target consumers. We then explored what brand elements would appeal to them, including colors, fonts, wording, and imagery. Finally, we determined the parameters by which Habayta would measure success.
Habayta. Torah that takes you home.
We defined. . .

The problem:

In our rapidly-changing modern world, people are desperately yearning for something true that has been lost along the way.

The solution:

Habayta is a global community of people on a journey home - together. Through Torah, music, prayer, and shared experiences, Habayta empowers individuals to cultivate self-awareness, God-consciousness, and growth-oriented community.

The values:

Image of the Habayta values - authenticity, passion, and connection.
Color Palette
Habayta color palette with three blues, yellow, purple, green, and beige.
Logo

We designed a logo that is made up of multiple shapes, each representing a different facet of the organization. The purple ball at the bottom of the logo leading up to the blue triangular stairs represents a person coming home.

We felt that the primary logo would be best used on mediums with plenty of room to breathe, unrestricted by space. It serves as the origin from which the rest of the logo variations stem.
Various versions of the Habayta logo.
Font

For the English text, we chose a font that conveys a fresh, youthful, and current energy. In contrast, the Hebrew font has a rough and classical display typeface, inspired by 1940s Yiddish newspapers, printed in movable type. The original Hebrew font is a narrow variation of square Ashkenazi fonts of the Drogo.
Noto sans font in dark blue on beige background.Writing in the different font styles.
Using the Noto Sans font family enabled us alternating the weights, creating a more visually interesting typography. This technique can be used to emphasize words and phrases, as shown here.
Habayta broken down into the different font types.Torah that takes you home broken down into the different font types.
Visual Language
Habayta logo parts on a tote bag.Habayta logo on a candle.Habayta logo on a match box.Habayta branded sweaters.
Habayta instagram mockup.
Creating the website...
After analyzing websites in a similar space to Habayta, we started with creating an information architecture diagram to ensure the site met Habayta's goals and provided an excellent user experience
Information Architecture
Website information architecture.
A solid brand book enabled the website design process to run smoothly. The visual language was translated into a website style guide to provide a consistent and intuitive user experience, while the shapes and colors of the logo were sprinkled throughout the site to create an exciting visual experience.
Style Guide
Website style guide.
Mid-fidelity Wireframes
Mid-fidelity wireframes of the website.
High-fidelity Wireframes
Habayta high-fidelity wireframes.
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