The J has an energy, a warmth, and a feeling of possibility all its own. Maybe it stems from the unparalleled avenues to pursue wellness in mind, body, spirit. Maybe it’s the Jewish values that informs everything we do. Maybe it’s the culture of respect for the individual, whether he or she is Reform, Conservative, Orthodox, “just Jewish,” part of a blended family — or not Jewish at all.
Whatever the reason, one thing is clear:
At the JCC, we believe that when Jewish living transcends differences—between Jews, between Jews and non-Jews, between generations—it creates a positive atmosphere in which anything can happen.
The largest generation ever—the Millennials—are forming households and having children. This is our core constituency of the future, and we can’t afford to lose them. Our primary goal is to re-express the JCC brand with new relevancy to a new generation.
In support of this goal, the brand should:
- Project a cohesive identity that will unify all departments and services, and raise the profile of the JCC in the community.
- Reintroduce the brand as a first-class operation with high professional standards.
- Broadcast the image of a remarkably flexible institution, that each new generation reshapes in its own image.
A memorable and compelling brand—expressed with consistency throughout the JCC Movement—benefits all JCCs and JCC camps.
We truly are stronger together.