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Beit Midrash Massoret
TYPE

Synagogue

CATEGORY

Branding, logo, posters, social media, website, printed material

2019-2022

DATE
BRIEFING

I joined forces with some friends to set up a Conservative Movement space in São Paulo. The idea was that we would create not just a synagogue, but a beit midrash.

WHAT I HAVE DONE

Branding, logo, posters, social media, website, printed material

RESULTS

Two things, therefore, guided me:


  1. from the concept of beit midrash I derived a motto: a synagogue where one studies, a house of studies where one prays;

  2. I noticed in our congregants a natural propensity for caring for the green, from which I derived the idea of Torah, Tefillah, Tikun (study, prayer, improvement of the world).


All visual communication—and even the teaching program—reflected these concepts.

The pomegranate is one of the many symbols of the Jewish People, alluding to its numerous seeds.


The logo also features the word “massoret”, tradition, written in Portuguese and Hebrew in an old- script style.


The seeds, three in number, have distinct colors, symbolizing the axes of action of Massoret: Torah (study), Tefillah (prayer) and Tikun (improvement of the world). These choices were reflected throughout the institution’s branding.

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