Shaharit brings together Israelis from diverse ethnic, religious and socioeconomic backgrounds to create a different kind of Israeli politics.
Brand Strategy
Name Creation
Brand Strategy
Creating a common cause
Shaharit was founded with a bold objective to reach across the siloed walls in Israeli society – between Jew and Arab, religious and secular, right and left, privileged and disenfranchised – in the creation of a healthier conversation and actionable political policy for the benefit of all.
A synergistic mix of thinktank, leadership incubator, and community organizing hub, Shaharit strives to nurture a new social partnership among all of Israel’s diverse and often opposing communities, building a future rooted in the common good.
Name Creation
Facilitating a new dawn in political discourse
Creating a name for an organization devoted to bridging gaps across Israel’s fractious and fragile political landscape was challenging.
The name had to elicit a sense of hope that new beginnings are possible. It had to celebrate the idea of people with opposing opinions and clashing narratives working together towards achieving positive change for all.
Shahar is Hebrew for dawn or daybreak.
Shaharit, a direct derivative of Shahar, is the name of the traditional morning prayer in the Jewish faith – which is preferably recited when individuals gather as part of a larger group.
The idea of a collective of people, bound together as if in prayer, seemed like an apt metaphor for a diverse thought collective, working together for the greater good.
