BLMG began with in-depth research into new ways to communicate the passion and emotional connection that the Roshei Chabura and the Bnei Chabura feel every day to Kinyan Hamasechta. Two complete campaign identity concepts were developed, ultimately leading to the creation of the K10 brand and logo system, designed in multiple variations for use across print, digital, and environmental applications.
A central strategic challenge was scale. This event needed to be meaningfully bigger and better than prior years which were already exceptionally well executed. Rather than relying on repetition or volume, the strategy focused on intentional design and storytelling throughout the expansive space Bell Works had to offer.
The entrance hallway became a narrative experience, featuring 284 unique signs, each individually designed with pictures from each chabura across the world. The lower lobby was designed with maps of the world and heatmaps reflecting the growth of chaburos over the course of the ten years. What could have been simple passageways were transformed into a visual journey that told the story of Kinyan Hamasechta before attendees ever reached the main program.
The dais was designed as a focal point that matched the weight of the moment. Rising thirty-two feet high, it anchored the room visually and emotionally, reinforcing the significance of the milestone without overwhelming it. Throughout the venue, signage, digital screens, backdrops, and Bais Medrash installations were developed as one unified system, ensuring clarity, flow, and immersion at every turn.
BLMG led creative direction from concept through onsite execution, including copywriting, layout, environmental design, and extensive coordination with production partners. This included close collaboration with PrintIt and Centricity, both serving as printing and event signage experts, as well as strategic coordination with Rabbi Yaakov Giniger of Over the Top Strategy and Mrs. Sara Tabak of Classy Edge.
