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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

In this role, Harmon has guided the organization to rebuild its communication platforms, elevate the experience of sponsored events and trainings, and reestablish a public profile, which got a jump-start during the bomb threat crisis that endangered the JCC Movement in 2017.  Along with her team, she provides creative direction for the JCC Movement brand identity, and supporting tools and training for JCC marketing professionals.

As an award-winning creative director, Harmon’s brand repertoire included: Food Network, Cooking Channel, Showtime Networks, and Sundance. At Food Network she oversaw rebrands for the network, consumer product lines, digital platforms, top talent recipe books, high profile events, and all on-air, off-channel, and out-of-home promotion, leading the channel to its top-10 network status, and helped launch Cooking Channel. Prior to joining JCC Association, she consulted privately with a host of CPG brands, digital marketing teams, and tech start-ups, offering expertise in branding, design, and promotion.

Raised in Montréal, Canada, she attended Dawson CEGEP’s rigorous fine arts program, concluding her formal education at Savannah College of Art & Design from which she earned a master’s degree in fine arts with a focus on computer arts, visual design, and art history.

Contact Joanne