Jewish Federation of the East Bay–annual campaign marketing strategy

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The journey of the Jewish people is a story of coming together.

During my tenure as Federation’s director of marketing and communications, I created an integrated marketing strategy for the 2015–2016 annual development campaign, as well as special fundraising initiatives to support East Bay Jewish families and humanitarian aid overseas.

ALIGHT: Your Story

Inspired by the “people of the Book” as a common symbol of Jewish heritage, I incorporated storytelling into Federation’s content marketing strategy and divided the year into three thematic chapters — each telling a unique story of coming together.


Over the course of the year, we integrated these stories into a multichannel marketing campaign that focused on our key constituencies — donors, young families, and aid recipients.


Creative Team

  • Creative direction & project management: Shōkai Sinclair
  • Brand strategy: Great Monday
  • Graphic design: Ryan Smith
  • Writing: Jay Rooney
Project details: