Ryan Gorcey: Connecting People Through Storytelling
Branded Graphic Campaign:
High Holy Days at Wise
In the wake of the pandemic, with a return to full attendance capacity, Ryan was presented with an opportunity to reinvigorate Stephen Wise Temple's High Holy Day branding, and use the High Holy Days as a vehicle for content.
The High Holy Day branding Ryan established in 2022 featured a pre-pandemic graphic element from the organization's style guide (a color bar that evoked a shatter pattern or stained-glass texture) to mark all media related to the holiest days in the Jewish year. Sublimated beneath a screen of the temple's plum brand color in 2022, the pattern was screened with the temple's lavender accent color (which represents spiritual growth) in 2023, differentiating the two years' events while maintaining consistent branding across email and web graphics, physical signage and social media.
The programs (2022 and 2023) featured subtle nods to the colors in that color bar, with the appropriate accent colors used for corresponding programs and affinity groups. They also each incorporated QR codes that drove traffic to the main webpage, increasing visibility of programs and awareness of the availability of our deep and engaging content.
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Social Campaign
In the spring of 2022, Stephen Wise Temple was planning on its first major, full-capacity, in-person event since the outset of the COVID-19 pandemic, but were undecided on a compelling theme. Past events had been themed to music festivals (Purim-chella), genres (Wild, Wild West at Wise), or had no theme at all. Ryan proposed the theme of "Heroes Everywhere," a theme that would lend itself to fun, effective marketing and graphics, themed costuming, and current events. His central theme: Celebrating heroes of all types, from flights and tights to first responders. He engaged a graphic designer to carry out his vision for website graphics, social graphics, and branding that extended across on-campus and event signage.
These graphics not only appeared across social channels, but in email communications, as well. In each instance, the graphics were tied to calls-to-action, drawing external and internal audiences to a landing page within the organization's website, from which they could find information about each event, click through a photo gallery, or register to participate. This page was updated in real-time.
Each event during the holiday week adopted the theme, including a scholar-in-residence Ryan secured to teach about the Jewish roots of comic book superheroes and their moral and ethical codes. Given that the scholar-in-residence, Jordan B. Gorfinkel, had been an editor on the Batman comic books for DC for more than a decade, he had the graphic designer color-swap the core graphic for one that incorporated traditional Batman colors to promote "Gorf" events on campus.
Multimedia Marketing Campaign:
Center for Jewish Life
Speaker Series at Wise
The finalization of Stephen Wise Temple's signature speaker series program occurs during the summer, in the midst of preparation for the biggest on-campus in-person event: the Jewish High Holy Days. While preparing for his first High Holy Day season as Director of Communications, Ryan had to juggle competing priorities from multiple departments and clergy, including the director of the Center for Jewish Life, Rabbi David Woznica.
Working closely with Rabbi Woznica to develop, edit, and refine the copy and visual signature for the 2022-23 series, Ryan saw an opportunity to dovetail branding for two trademark offerings while giving both their distinctive flavor. By creating graphics and standardized short-, medium-, and long-form copy ahead of the crush of High Holy Days, Ryan was able to streamline the process for making any last-minute adjustments and additional graphics. Sourcing and collaborating with a freelance designer, Ryan used carefully-chosen visuals to communicate the rabbi's desired messaging of spiritual and intellectual fulfillment.
Click through the images above to see the branding and graphic campaign take shape, using the kickoff event featuring former Israeli Ambassador Michael Oren as a case study.
Design on this mailer with program head Rabbi David Woznica began at the same time as the graphic theme for the High Holy Days was being finalized. Given that it would be sent to the entire congregation and all past speaker series attendees just after the end of the High Holy Days, we decided that the color bar theme derived from our High Holy Day program should be included. Rabbi Woznica wanted to include an image of Israel, something elemental. We chose Jerusalem stone as our base theme.
Our vendor direct-mailed the bulk of the self-mailers, but provided us with a requested amount of un-addressed brochures, which would be placed in our administrative lobby, in our sanctuary lobby, and on reception tables for temple events.
The facebook event image for the first CJL event of the season, featuring Michael Oren.
Design on this mailer with program head Rabbi David Woznica began at the same time as the graphic theme for the High Holy Days was being finalized. Given that it would be sent to the entire congregation and all past speaker series attendees just after the end of the High Holy Days, we decided that the color bar theme derived from our High Holy Day program should be included. Rabbi Woznica wanted to include an image of Israel, something elemental. We chose Jerusalem stone as our base theme.