Illustration for a folding advert inspired by MAD Magazine's fold-ins.
The Academy of Jewish Thought and Learning is billed as a community of thinkers and people who want to understand their Judaism on a deeper intellectual level. Based on this, their promotional material asks for a second look and encourages thought and interaction from the end user to reveal the complete message.
In this case, the image of an eye accompanied by an instruction to 'Open your eyes' is folded in to reveal a lightbulb and the message, 'Turn on your mind'.
The Academy of Jewish Thought and Learning hosts a series of events celebrating the Jewish heritage of constructive debate, “where words are not weapons to discredit rivals, but candles shedding light in the search for better answers.” These discussions aim to cover a range of challenging contemporary issues and discuss them in a framework of passion, mutual respect and integrity.
The first stage of this project was the development of an identity for the Debate Space series, comprising a logo, tagline, and a visual scheme incorporating these elements with a primary image that will change with each event.
Functionally, the logo needed to be simple, bold and colour-neutral (or colour-agnostic) so that it would render well over a wide range of colours and textures. Conceptually, it should represent the idea of debate as dialogue and a meeting of minds.
The first event was a discussion with the Chief Rabbi of South Africa on intermarriage in Judaism, and the challenge faced by South African Jews in preserving their Jewish identity while embracing the diversity of a multi-cultural society — how much should they blend in, and how much should they stand out?
The brochure promoting the event continues the theme of interactivity and unusual folds already established in previous projects for the Academy. In this case, the reader is invited to literally see both sides of the picture.
The split image motif was carried through to all materials, including press advertisements, posters, website and email newsletters, with the seemingly broken layout encouraging a second look.
Folded brochure for The Academy of Jewish Thought and Learning to publicise the launch of the Academy and its first courses.
The Academy is billed as a community of thinkers and people who want to understand their Judaism on a deeper intellectual level. Based on this, their promotional material asks for a second look and encourages thought and interaction from the end user to reveal the complete message.
In this case, a message, 'Look closer and see the big picture', is broken up across multiple pages and revealed as the reader browses the booklet. Each word accompanies an illustrated step in a process of zooming in from the solar system down to an individual deep in thought. Eventually the reader discovers that the booklet opens up and unfolds into a poster.
Printing details for those interested:
Printed on a white uncoated stock and folded down from A2 to A5. The sheet has a slit cut in its centre, allowing it to fold into an 8-page booklet.
The main fold with the central cut was shifted off centre to allow the underlying layer to stick out, giving the reader a visible, tactile hint that there's more to be seen in the booklet. The die-cut hole on the front cover also primes the reader to look for more layers.