TinyWins x Birthright Israel

Birthright Israel is a hallmark institution, giving the gift of heritage tourism to over 800,000 alumni as the world’s largest educational tourism organization. Birthright Israel recently tapped leading global brand studio TinyWins for a creative renovation of the brand’s identity- the first organizational refresh in over 20 years. TinyWins’ team immediately jumped into action, helping to redefine who Birthright Israel is, in addition to what their hero offering should look like. Through the strategic administration of newly developed brand strategies, the team helped to reach and engage more young adults with their Jewish heritage and connection to Israel than ever before. TinyWins focused on highlighting Birthright Israel’s offering of a life-changing experience, bringing to the forefront of the rebranding the main themes and proof points for the company. Independence– how they allow each participant to embark on a unique journey of self-discovery; connection– how they create meaningful moments and connections between participants and Israelis under a common identity; and relevancy– how they are able to modernize and tailor the experience to be appealing to the new generations of Jewish adults. TinyWins established the organization as inclusive to offering all explorers, looking to find a place of belonging, a spiritual yet grounded community they can depend on to truly find themselves. The branding studio meticulously captured Birthright Israel's visual identity, ensuring that every aspect of the organization's brand was accurately represented. This included the logo, color palette, and typography, each carefully chosen to embody the essence of Birthright Israel. Pulling from Israel’s traditional color palette in addition to the original brand typography, the new look harks back to their mission of modernity and relevancy to the next generation of Jewish adults, while remaining true to the core values of Birthright Israel and its importance to the Jewish faith and people the world over. The TinyWins team went above and beyond, integrating all of their rooted sub-brands under the hero Birthright Israel umbrella, producing a cohesive look and feel to be adopted on all platforms, while still cultivating elements from each of their previous branding to differentiate themselves from the others.