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Overview

When the Agnon School received a transformational gift from the Mandel Foundation, it faced a unique challenge: How do you change your name and identity—while keeping your soul intact? TWIST led the strategic and creative process of reintroducing this beloved institution to the community as Mandel Jewish Day School.

Goals

Transition the Agnon School to Mandel Jewish Day School, maintaining trust and connection with families, donors, and alumni while embracing a new era of growth and vision.

mandel jds logo
mandel full name logo
Bright Minds. Full Hearts. advertising graphic
mandel print collaterial

Solution

TWIST worked in close collaboration with leadership and community stakeholders to build a comprehensive brand strategy that honored the school’s legacy while elevating its future-facing vision.

TWIST clarified the school’s core values and translated them into a new identity system rooted in tradition, excellence, and Jewish values. The name transition was carefully timed and supported with messaging that reassured existing families and partners while educating new audiences about the Mandel Foundation’s role in supporting Jewish education.

TWIST developed the logo, brand language, print collateral, admissions materials, and signage to support a smooth and inspiring launch—ensuring the new brand felt both familiar and fresh.

Results

  • Successfully transitioned from The Agnon School to Mandel Jewish Day School without confusion or loss of brand equity
  • Maintained community confidence and enrollment throughout the rebrand period
  • Increased perceived value and prestige among prospective families and donors
  • School has prospered post-rebrand, with expanded programming and donor engagement fueled by the clarity and strength of the new identity
  • Brand has become a model for Jewish day school naming transitions nationally, balancing legacy and evolution
mandel students sitting in a circle
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mandel outdoor signage

Relevant Work

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