BBYO Unveils New Brand As Launch of Five-Year Strategic Plan
September 20, 2011
BBYO, Inc. is revitalizing and reenergizing its brand to reach a new generation of teens with more fun, meaningful and affordable Jewish experiences.
After a year of extensive research with teens, parents, alumni, and supporters, BBYO will debut a new brand identity on September 20 as part of a recently launched five-year strategic plan. The new brand captures the diverse, pluralistic spirit of the BBYO movement while capturing the wide range of compelling experiences that the organization offers the Jewish teen audience. It also provides definition around core communities and offerings including BBYO FAN (BBYO’s friends and alumni network), the BBYO Panim Institute (service and advocacy) and BBYO Passport (travel). A new offering, BBYO Connect offers Bar/Bat Mitzvah age teens a fun, experiential gateway into a teen-focused Jewish community. At BBYO’s core remains AZA and BBG, the 88 year-old chapter leadership experiences that exist in more than 100 communities throughout the world, touching the lives of 250,000 alumni.
“BBYO now serves as the Jewish community’s most valuable platform for engaging the Jewish teen audience and our new brand captures the vibrancy that this mandate requires” said Matthew Grossman, BBYO’s Executive Director. “We will use our platform to address the fact that so many of our young people turn away from Jewish life after their Bar/Bat Mitzvah by offering four of the most influential identity development experiences: year-round youth group programming, summer camp experiences, Israel travel and service opportunities.”
The branding, which was completed by strategic branding agency Levine and Associates of Washington, DC, is composed of a new visual identity that highlights the ability of the organization to develop and guide a movement of teen leaders who are empowered to find their own path and direction with Jewish values as their guiding principles. A key priority for the branding was to retain the traditional menorah symbol that has been a part of the organization since its founding in 1924. The asymmetrical lengths of the menorah branches and heights of the flames represent opportunities for teens to develop individuality through self-exploration.
“When you track the evolution of the organization, you see major growth and expansion in the past 10 years as four new divisions emerged through internal direction, partnerships and acquisitions,” said Diane Hockenberry, BBYO’s Senior Director of Marketing and Communications. “BBYO had a dynamic new story to tell, but the message needed to be clear. Unifying them as one BBYO brand identity helps elevate the impact of the organization as a powerful teen movement with meaningful experiences available to all Jewish teens.”
Estee Portnoy, Chair of BBYO’s Board of Directors, was first to identify the need for new branding and helped lead the task force. As a Vice President at Live Nation and a veteran sports marketer, Portnoy is steeped in brand expertise from her work with the Jordan, Gatorade, and Nike brands.
“As a former alumna and as Chair of the Board, I know the rich and powerful traditions of BBYO and am proud to be part of shaping its vision for the future” said Portnoy. “Refreshing the brand to show the breadth of experiences we now offer was vital to position BBYO for the strategic growth we know we can achieve. BBYO’s growth will have the power to transform the future of the Jewish community.”