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J Brand

A revitalized JCC brand helps share the story of today’s J for a new era—and a new generation.

J Brand Pillars

  • Jewish—open to all, proudly guided by Jewish values
  • Heart—part tikkun olam, part that warm welcome at the door
  • Standards—we are aspiring people, always moving toward better
  • Flexibility—transformed by the community, and transforming for the community

The new branding aims to tell our story for a new era and unite JCCs and JCC camps throughout North America—because we all believe that when Jewish living transcends differences, anything is possible.

The J means different things to different people. With participants who range from newborns at “mommy and me” yoga, to centenarians in the schvitz—and everyone in between—the J opens possibilities for connections, open to all, proudly guided by Jewish values.

Development of the J Brand began in 2012. The process included JCC lay leaders, users and professionals in focus groups and research surveys—with more than 2,500 responses. And we relied heavily on crowdsourcing throughout the entire design phase. The response was unanimous, we needed a strong universal brand that could tell our story and share our values.

Jewish or not, observant or not, young-at-heart or just young, your J offers everyone the opportunity to live up—to themselves, their community, and their world—in whatever way they see fit. And the J Brand, now in use in more than 80 JCCs and JCC camps, seeks to communicate throughout every level of your JCC’s operations. The brand helps unite JCCs through emphasis on core tenets, while allowing your JCC great flexibility in expressing its individual identity within the greater movement.


Joanne Harmon

Strategic leadership of JCC Association’s agency communications and marketing efforts through print, digital and events. Provides creative direction for the JCC Movement brand identity, and supporting tools and training for JCC marketing professionals. Supervises JCC Association’s communications and design team.

Contact Joanne