Washington Institute
CLIENT: National Council of Jewish Women (NCJW)
ROLE: Lead Designer, Creative Direction + Event Strategy
YEAR: 2022
COLLABORATOR: 3 Pillars Co., Architex, Jouhco
SKILLS: Creative Direction, Concept Development, Brand Identity Development, Event Design, Environmental Graphics, Experiential Design
OVERVIEW:
Reimagined brand identity and event experience for NCJW’s first post-pandemic hybrid conference, creating a cohesive visual system across 50+ touchpoints for 472 attendees.
AT A GLANCE:
472 attendees across a hybrid, in-person and virtual event. 50+ speakers over three days. Directed brand and event design across three outside vendors, all coming together for a rally on Capitol Hill.
The Challenge
NCJW needed to turn their Washington Institute from a traditional policy conference into something that felt alive again after a COVID hiatus, for both in-person and virtual attendees. This was the first time the event had to work as a true hybrid experience. Also, a brand refresh was needed, but the catch was that the existing color palette couldn’t change.
My Approach
I started with stakeholder interviews and a brand audit to understand NCJW’s history as changemakers, then built the whole identity around the idea that advocacy isn’t just an event, but it’s who they are. I used layered imagery from decades of their past activism as a visual thread running through the entire experience, so attendees could see themselves as part of something ongoing, not just at a conference.
The Solution
Working within the existing color palette, I restructured the logo to give the event name more prominence, then built out a full system spanning digital and physical touchpoints, including email templates, social graphics, signage, session branding, a main stage backdrop, and an experiential lounge featuring 10 women-owned businesses. I coordinated directly with three outside vendors to keep everything consistent from the website to the signage on-site.
The Impact
472 attendees joined the conference live and virtually, including international participants from Israel. 50+ speakers shared their work across three days. The conference closed with a historic rally on Capitol Hill. Beyond the numbers, the event gave advocates a real space to reconnect after a year of isolation, and it repositioned NCJW’s flagship event from a policy conference to something people actually wanted to be part of.
