The decision
Two audiences, two languages, one spine. The story stays the same. Only the ask at the end changes.
The brief
The Tribe of Nova had already raised millions and toured eleven countries. Now they were bringing the memorial home to Israel, near where the massacre happened. They needed someone here to build the decks that would land locally, for donors and for authorities.
What I saw
Their materials were built for audiences abroad. Nothing spoke to the Israeli room.
How it works
One spine, two closings
Same structure, a different closing argument for each room.
What authorities need
The practical next step.
What donors need
The emotional one: why now, what is lost if we wait, the families held close to the massacre.
Four decks
Donor and authority, each in Hebrew and English. Ready to run.
Status
They are running with the authority deck in live meetings. When the donor conversation comes, the structure is already there. They tell me what to say, I place it.