In deciding to rebrand its 50-plus-year-old preschool program, Minnesota JCC CEO Stephanie Chauss said two significant data points helped inform their decision making: a survey that showed that if people connect with an experience related to Jewish values in their early years, the likelihood of continued engagement in Jewish life increases, and hearing from the teachers who wanted to feel more connected.
With that information in mind, the Minnesota JCC announced earlier this week that it was rebranding its ECC – early childhood center – to HaLev Early Childhood at the J.
“We see it as part of our community responsibility to engage young families and make sure they have a positive experience,” Chauss said. “We decided it was time to reintroduce ourselves into the community and double down on our commitment to Jewish identity with our JCC programs.”
“HaLev” (הַלֵּב), Hebrew for “the heart, and Chauss pointed out a bit of Torah around the word Lev; it’s letters start the first word of the and end the last word of the Torah.
“We are connecting it to [the idea that] from beginning to end, the JCC is a part of everybody’s life, and it starts here with all heart,” Chauss said. “And all of the other things that people can expect from a high-quality early childhood program.
“Coming up with a Hebrew word was important to us. People can see more than who we’ve been, but imagine who we are becoming.”
Alex Fisher, the Minnesota JCC’s chief program officer, pointed out that the Hebrew letters that spell HaLev are a part of the new heart logo that was created.
“We were looking for something strong that would inspire a foundation for growth,” Fisher said. “We just felt like it’s more unique and meaningful than just ECC, and better reflects who we are and sets us apart.
“It honors our deep roots at the J, and it’s still kind of introducing a refreshed, vibrant brand identity.”
The day after the announcement, Chauss said she visited the playground at the school and saw the teachers all wearing new shirts with the logo.
“It wasn’t because they were told,” she said. “They were so excited about the logo. They felt not only heard but honored to be here in this moment.”
Fisher and Chauss both acknowledged that it was going to take time for both the community and staff to get used to the new name. Chauss joked that she was going to put a jar in the office for staff to put money into when they use the wrong name.
“We are putting up signage in both JCCs, introducing the change to the community,” Fisher said. “And working with parents in the community to help them understand the new name and how we feel like it more closely aligns with our values.”
Excellent and exciting branding.