The Joint Distribution Committee is one of the world’s oldest, and largest, global humanitarian organizations. This year, JDC wanted to create an end of year giving campaign that centered around a group of people often forgotten: elder Jews still living in the Former Soviet Union. While many Jews were able to leave the FSU during the 20th century thanks to the help of non-profits like JDC, those who remained are widely impoverished, alone, and still stigmatized.
For The (Re)Generation campaign, we created a visual language centered around nostalgia. I hand-wrote titles and quotes, and used bleeding watercolor to echo letter writing. The watercolor also hinted at frost on windows, emphasized by a violet and grey palette of winter.
