Design &c

DJL Brand

DJL Brand

Brand Identity, Web Design


Client: Downtown Jewish Life

Logotype set in Alt. Gothic No1 D

I led the design efforts from identity to web for a new organization founded to allow downtown New Yorkers to engage with Jewish culture–regardless of individual belief or background.

From 2016 to 2017, I collaborated with the 14th Street Y (Marketing), ADK Group (Development), and Jen Dolan of Lagom User Experience (UX Design) on launching the new site, Downtown Jewish Life

Informed by the beat of a moving street, DJL's look act as an homage to Piet Mondrian and his cityscapes. Downtown Manhattan remains the backdrop for much of the pulse of culture, the brand needed to reflect the organization's purpose of becoming a portal for any resident. With movable pieces, block imagery, and dual palette, the DJL logo and color scheme almost screams New York.