Matan
PROJECT: Branding, Strategy, UX/UI, Social Media, Marketing Collateral
Matan is a Jewish non-profit organization specializing in Jewish disability inclusion, with a team of professionals and educators seeking to provide access to a meaningful Jewish life for all, with or without disabilities. Together, we sought to communicate Matan’s message in a way that resonates with each of their audience sectors by defining the brand, unifying their voice, and crafting an elevated visual identity.
The Challenge: Develop a modern and accessible brand and visual identity that positions Matan as a trusted partner and resource, empowering Jewish community leaders towards real inclusive action.
SOLUTION
We embraced the name “Lazy Tuesdays” to craft a unique brand narrative that plays on the juxtaposition of a midweek workday labeled as lazy. This mirrors the brand’s ethos as an athleisure line built for movement yet inspired by relaxation. By pairing contrasting typefaces, Fabiola Script & TWK Everett, we visually communicated the balance between hard work and relaxation.
“Work hard
and relax.”
PRODUCTION
Our team conducted a thorough R&D process, including collaborative workshops with the founding team. This research informed a broader brand strategy that perfectly aligned with the brand’s ethos – work hard and relax. Guided by these insights, we developed the “Lazy Tuesdays” name and crafted a distinctive wordmark and logo that visually communicates the balance between movement and relaxation. We also created comprehensive brand guidelines to ensure consistency across all touchpoints, and establish a cohesive color palette and brand system.
We developed a name, logo, and design system for a clothing line that is made for movement but a champion for relaxation.
