(About Project) The Simchat Torah Project is a global Jewish initiative led by Mizrachi-UK to memorialize Israeli soldiers and civilians killed on and after October 7th. Each participating synagogue receives a commemorative Torah scroll cover embroidered with the name of a fallen soldier or civilian.
Graphic Design + Creative
Web Design + Development
Brand Messaging
Color + Typography
Copywriting
Custom Site Design
Logo + Visual Identity
Print Collateral + Signage
Social Media Graphics + Templates
How do you build a movement from scratch -- with a deadline of Simchat Torah -- and make sure every synagogue that wants to participate can?
The project needed more than a brand. It needed a full operational engine: a website to explain the initiative and drive signups, assets to spread the word across communities, and a campaign that could move fast enough to reach shuls across the world before the chag.
The emotional stakes were as high as it gets. Every design decision -- the covers, the typography, the campaign materials -- had to honor the weight of what was being commemorated.
We became the creative and operational backbone of the entire project.
We built the brand identity from the ground up -- a visual language that balanced mourning and celebration, rooted in the Hebrew words from Kohelet: "There is a time to mourn and a time to dance." We designed the Torah covers themselves, translating that identity into an embroidered artifact that would live in shuls around the world.
The website gave communities everything they needed to understand the project, connect with a soul, and register -- built to handle the wave of signups that came in from every denomination. The campaign drove awareness across Jewish communities globally, and the results spoke for themselves: 1,600 Torah covers placed, each one bearing a name.
Rabbi DovBer Pinson
Content & Publishing, Digital Media, Media & Entertainment, Religious & Community Organizations
Etz Chaim: The Englewood Shtiebel
Nonprofit, Religious & Community Organizations