Jew*ish
BRANDINGADVERTISING
MARKETING STRATEGY
SOCIAL MEDIA STRATEGY
Heritage* Reintroduced.
Jew*ish is a coined campaign name. The asterisk expands the word rather than interrupting it. It signals plurality. Cultural layers. Ongoing influence.
The concept reframes Jewish identity beyond religion alone and highlights its presence within contemporary culture. Instead of presenting heritage as something to observe from a distance, the campaign makes it culturally proximate.
The Jüdisches Museum der Schweiz carries centuries of Jewish history. Rich, layered, essential.
Yet younger audiences weren’t walking through its doors.
The issue wasn’t relevance. Jewish culture continues to shape global pop culture in comedy, film, music, fashion and language. The issue was perception.
For Gen Z, the museum felt like a time capsule. Not present. Our task was to shift that feeling.
We began on-site:
- Exhibition analysis.
- Audience observation.
- Communication mapping.
- Behavioural insights.
We identified three core tensions:
• Limited engagement from visitors aged 16–25
• Minimal presence within their digital ecosystems
• A formal institutional tone that felt distant to younger audiences
The opportunity was clear. Make the museum culturally closer without compromising credibility.
Jew*ish.
The name draws inspiration from contemporary cultural titles like black-ish and grown-ish shows that examine identity in layered, modern contexts. That reference point matters. It signals conversation, not classification.
But our context reshapes the meaning.
The asterisk is not decorative. It embeds the visual language of the Jüdisches Museum der Schweiz within the word itself, subtly echoing the museum’s logo and referencing Jewish symbolism. Identity and institution become inseparable within a single typographic gesture.
Jew*ish plays on the tension inside the word “Jewish.”
The “ish” becomes intentional.
It reflects a contemporary experience where traditional Jewish elements blend with global culture, pop references, and hybrid identities. A space where someone may feel “not Jewish enough” by stereotypical standards, yet still deeply connected to Jewish culture.
The term acknowledges fluid identity without diluting heritage. It resonates with a generation accustomed to layered belonging.
Not a reinvention of Jewishness. A mixed view, appreciation and recognition of the heritage within culture today.
The asterisk opens the word. And in doing so, it opens the conversation.
We built a communication strategy rooted in relational exchange.
Instead of marketing at young audiences, we designed for interaction with them.
Content was developed specifically for Gen Z and zillennials. Distributed through the platforms they already inhabit. Structured to feel native, not imposed.
The tone of voice blended urban Gen Z language with subtle Yiddish references. Contemporary expression met cultural memory. Not trend-chasing. Cultural bridging.
With limited resources, community involvement and experience-based engagement became central pillars.
The museum wasn’t positioned as a static archive.
It became a cultural connector.
Vibrant. Grounded. Intentional.
The design system introduced energy without erasing institutional identity.
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Bold colour palettes brought immediacy.
- Typography carried confidence.
- Layouts were modular and adaptable across print, digital and spatial formats.
The exhibition extended conceptually beyond its physical walls into social feeds and public space. The museum entered everyday scrolling behaviour, meeting its audience where they already are.
Playful in tone.
Serious in substance.
Jew*ish repositioned the museum as culturally present rather than historically distant.
It created a bridge between heritage and contemporary life, offering younger audiences an entry point that felt familiar without being diluted.
A campaign grounded in research.
Shaped by collaboration.
Driven by purpose.
Jew*ish positioned the museum as culturally present rather than historically distant. It created an entry point for younger audiences without compromising institutional credibility.