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