Shmuse: Creating a Publication to Connect Members of the Jewish Community Project
The Jewish Community Project Downtown (JCP) is an innovative nonprofit organization serving the emerging needs of one of New York City’s most engaged and growing Jewish communities. Their quarterly magazine, Shmuse, was conceived to connect the JCP community and celebrate its downtown NYC neighborhood.
JCP’s co-founder invited us to to design their brand, and as the organization began to expand—adding holiday and worship programing, a Hebrew school, youth and parenting programs, we pitched the idea of creating a magazine that would celebrate their community. We named the magazine Shmuse with the tagline “Bringing People Together Downtown.” Each issue features a cover story that profiles a JCP Community member family with portrait photography by Noah David Smith.
We worked closely with JCP to craft the magazine’s format and editorial calendar, writing, copyediting, and commissioning stories, illustrations and photography.
Each issue of the quarterly Shmuse includes:
profiles of members
highlighted community institutions
profiles of neighborhoods and local businesses
cultural tips like a members’ rugelach recipe, how to make matza
interviews with JCP staff
detailed information about JCP programming
a message from the JCP rabbi
Ultimately, Shmuse became not only a resource to connect JCP community members but to usher in major fundraising.
Learn more about our design of branding, signage, programming brochures, fundraising materials, gala invitations, website and constituent relationship management system.
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