HOLOCAUST EDUCATION WEEK
Illuminating the Shadows
"Nearly half of Canadians cannot name a single concentration camp or ghetto that existed in Europe during the Holocaust."
- New York Times
A recent study concluded that many Canadians do not know basic facts about the Holocaust, such as where it took place, how many Jews died, or the names of key people and places. Millennials, defined as people ages 18 to 34, were particularly uninformed. Literally, most Canadian were in the dark.
Since many Canadians lack this basic knowledge about the Holocaust, the purpose of the new identity is to appeal to all age groups within the Toronto community with emphasis on a younger audience. The overall goals with this new public platform, are to help increase attendance at Holocaust Education Week events, learn about the Holocaust, and keep the memory of the Holocaust alive for future generations without alienating an older and established audience.
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The design concept uses custom typography to pay homage to HEW’s three core elements, all synonymous with Jewish culture:
Brutalism: This is a common form of architecture, consisting of concrete blocks and heavy geometric shapes, found in many Holocaust memorials around the world.
Menorah: This sacred candelabrum is one of the oldest symbols in Jewish history and plays an important role in modern Judaism as both a symbol “of God’s boundless light” and as a prominent feature in the ritual practises of Hanukkah.
Yod: A Hebrew character who’s shape mimics a flame.
The brand identity was applied to merchandise and the HEW website reskin, an 88 page brochure to highlight featured programs, and an event listing that doubled as a poster and schedule of events distributed as a magazine and newspaper insert. OOH advertising was featured across Toronto, leading up to Holocaust Education Week. The Globe and Mail and National Post featured daily ads during the week of HEW and The brand identity and design system were adapted to event signage, banners, podiums and presentation screens for the opening and closing night events.
