DC Jewish Film & Music Festival
Branding, Print DesignTHE CLIENT
The Edlavitch DC Jewish Community Center (EDCJCC) builds and strengthens community by engaging individuals and families of all ages and backgrounds through cultural, educational, recreational, and social responsibility programs.
Every year, JxJ: the DC Jewish Film & Music Festival is organized by JxJ, the film and music arm of the EDCJCC. JxJ is the leader of Jewish film and music cultural arts in the Washington, DC, Maryland, and Virginia region. Between the Festival and year-round programming, JxJ gives exposure to independent filmmakers and musical artists working in the Jewish space. It annually attracts 30,000 patrons across 180+ events and has been an arts hub in the DC area for over 30 years.
PROJECT GOALS
For the 2026 Festival, JxJ was in need of a new poster design and yearly festival brand to guide the supplemental marketing materials. The JxJ team was aiming to push the branding in a more youthful direction to attract a younger audience, while still appealing to donors and connecting to the brand’s existing visual language.
The brand strategy began before the festival lineup was locked with the poster needing to encompass a wide range of perspectives and emotions.
MY ROLE
As the project lead and designer, I led the JxJ team in a comprehensive brand process. We went through multiple workshops including a brand personality exercise, moodboard reviews, and multiple rounds of revisions. This ensured that the concept was aligned with the team’s vision.
I designed the festival poster as the first piece of this year’s brand. I then adapted the design into multiple formats for all the materials needed for the festival. This included email and web graphics, social media templates, merch and swag, flyers, and badges.
THE WORK
The poster features a bright and colorful scene resembling a Jewish dining table. The design highlights the concept of Jewish joy with figures and a dog gathered around a funky and vibrant Shabbat table. Typical items found at a Shabbat celebration, such as challah bread, candlesticks, and Kiddush cups are interspersed with other illustrated dinnerware and food. The elements and type are illustrated in a stylized and collaged manner, creating a sense of playfulness. The sense of distorted scale and perspective creates a cheerful and altered reality.
The Edlavitch DC Jewish Community Center (EDCJCC) builds and strengthens community by engaging individuals and families of all ages and backgrounds through cultural, educational, recreational, and social responsibility programs.
Every year, JxJ: the DC Jewish Film & Music Festival is organized by JxJ, the film and music arm of the EDCJCC. JxJ is the leader of Jewish film and music cultural arts in the Washington, DC, Maryland, and Virginia region. Between the Festival and year-round programming, JxJ gives exposure to independent filmmakers and musical artists working in the Jewish space. It annually attracts 30,000 patrons across 180+ events and has been an arts hub in the DC area for over 30 years.
PROJECT GOALS
For the 2026 Festival, JxJ was in need of a new poster design and yearly festival brand to guide the supplemental marketing materials. The JxJ team was aiming to push the branding in a more youthful direction to attract a younger audience, while still appealing to donors and connecting to the brand’s existing visual language.
The brand strategy began before the festival lineup was locked with the poster needing to encompass a wide range of perspectives and emotions.
MY ROLE
As the project lead and designer, I led the JxJ team in a comprehensive brand process. We went through multiple workshops including a brand personality exercise, moodboard reviews, and multiple rounds of revisions. This ensured that the concept was aligned with the team’s vision.
I designed the festival poster as the first piece of this year’s brand. I then adapted the design into multiple formats for all the materials needed for the festival. This included email and web graphics, social media templates, merch and swag, flyers, and badges.
THE WORK
The poster features a bright and colorful scene resembling a Jewish dining table. The design highlights the concept of Jewish joy with figures and a dog gathered around a funky and vibrant Shabbat table. Typical items found at a Shabbat celebration, such as challah bread, candlesticks, and Kiddush cups are interspersed with other illustrated dinnerware and food. The elements and type are illustrated in a stylized and collaged manner, creating a sense of playfulness. The sense of distorted scale and perspective creates a cheerful and altered reality.
Client
EDCJCC
Year
2026
EDCJCC Project Team
Gabi Mechaber, Design Manager
Mardy Shualy, JxJ Director
Jesse Bordwin, Chief Experience Officer
Yaa Amoakohene, JxJ Production Coordinator
Emily Jillson, Senior Director of Institutional Advancement
Jill Gershenson, Arts Marketing Manager
