The decision
The identity was strong and already in place. My job was to carry it faithfully into every kind of room: a data table, a sponsorship pitch, an operations briefing.
The brief
Not one presentation. A steady stream: municipal partnership decks, category briefings, logistics, fundraising. Different rooms, no two alike.
What I saw
The Maccabiah had a strong brand identity, built by Itay Belaish. What it didn't cover was the presentation layer, and with different decks going to audiences with nothing in common, each one risked pulling the brand a different way.
How it works
Municipal partnership decks
How Tel Aviv becomes inseparable from the Games, written for a partner, not a sponsor.
Category briefings
Parallel decks for three category managers, so three presenters looked like one organization.
Data that stays on brand
The hardest test of an identity is a table of numbers, built inside the brand system, not beside it.
