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Repositioning a dozen e-newsletters

The Jewish Federations of North America (formerly United Jewish Communities) called on us to overhaul their entire suite of e-newsletters aimed at a diverse audience.

Evaluating the content for each newsletter, their frequency, and their intended audience, we collaborated with the Communications team to set new standards, establish a new editorial voice, and to design and implement an entire suite of newsletters that would be clearly branded and yet distinguished from one another.

When the Federation announced its first Pride in Israel Mission, we worked designed a communications campaign to promote the Jerusalem World Pride Festival.  Our goal was to entice Jewish members of the LGBT community to participate in the mission and to communicate the broad set of services being provided to the Israeli lesbian, gay, bisexual and transgendered, community by The Federations.

 

 

Grassroots fundraising for life-saving research

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Play for P.I.N.K raises over  $4 million dollars each year - 100% of which is donated to breast cancer research. Working closely with the founder, executive director and the board, we bring all our skills to bear on their digital engagement strategy.  

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The website illustrates the diversity of P.I.N.K. fundraising events from high school football tournaments to Mah Jongg games. And it offers multiple touch-points for prospective volunteers to reach the organization and kick off their own local events. Built using Drupal and CiviCRM, the site acts as a fundraising platform supporting multiple fundraising campaigns while accepting events registrations and online donations.

We established P.I.N.K.’s social media marketing strategy - building community among volunteers and prospective fundraisers through Facebook and Twitter and manage their Google AdWords Grant. 

skills deployed: discovery, information architecture, copywriting, UX design, UI design, database architecture, Drupal, CiviCRM, HTML, CSS, SOLR, social media marketing, administrator training, ongoing support

Rebranding the face of state government

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Living in a major metropolis, we are lucky to be faced with dozen of choices of where to  pick up our morning coffee. And we know that customer service builds brand loyalty - that the barista with the warm greeting will win us over every time. There’s no choice when it comes to renewing our driver’s licenses - so customer service matters even more.  rayogram worked with Governor Cuomo’s Communications Department and the New York State Department of Motor Vehicles to overhaul the DMV  brand as part of a statewide Customer Service Initiative.  


Our creative strategy promotes the DMV as a friendly, capable, efficient agency ready to meet the needs of millions of New Yorkers each day. The site’s information architecture satisfies the needs of individuals and organizations and is fully integrated with social media.  Its conversational tone supports the agency’s key message (developed by rayogram): "Welcome to the DMV, how can we help you today?" This is carried over into the physical design of the DMV offices and the website. Like all websites we design today, the site is responsive to whether a visitor is using their smart phone, tablet or desktop computer to view the site.

We're so proud that the site has won aPinnacle Award (decided by a panel of experts from inside and outside government), a National Association of Government Web Designer Members’ Choice Award (decided by popular vote), as well as a Best Website Award from DMV.com whose praise included:

"The New York DMV website is very user friendly with a forms search application that is quite handy and a conveniently located 'Save time, do it online' button." 

rayogram provided content development in the form of a strong Information Architecture, an analysis of existing content, the recommendation of new content, stock photo research, original illustration, and the training of close to 100 staff members to rewrite hundreds of pages of Web site content using Plain Language guidelines. We also created key pages in six languages including: Spanish, Mandarin Chinese, Russian, Italian, Haitian Creole, and Korean. Awards include the 2015 Pinnacle Award from the National Association of Government Web Professionals among others.

 We also performed extensive user tests to establish benchmarks for measuring success of the site - and to identify and resolve any issues with the new site’s user-experience. The site is built using the open source CMS Drupal with special attention to Section 508 compliance, Search Engine Optimization, and integration with Social Media platforms. Its features include interactive maps, a browsable database of forms, and the use of taxonomy to present relevant forms alongside editorial content.

skills deployed: discovery, branding & logo design, information architecture, copywriting, plain language training, UX design, UI design, database architecture, Drupal, HTML, CSS, SOLR, administrator training, ongoing support

Building a brand & a community

We jumped at the opportunity to be part of a new cultural institution in lower Manhattan when the co-founder of The Jewish Community Project (JCP) reached out to us for a creative strategy. JCP needed a comprehensive approach to share their aspiration to be a modern community still rich in values, culture and tradition.

Our brand identity gives JCP both a sense of history and a contemporary vibe. We helped them locate their space through our own landlord,  designed the storefront signage, and consulted on how best to communicate JCP is a place to ‘learn, explore and celebrate’. 

We designed brochures, fundraising materials, gala invitations and a website. But the tour-de-force was conceiving Shmuse,  a quarterly magazine giving voice to the thriving community JCP has become.

skills deployed: discovery, branding, logo design, exterior signage, information architecture, copywriting, plain language training, UX design, UI design, database architecture, Drupal, HTML, CSS, original photography, original illustration, publication design, administrator training, ongoing support.

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