All Press Releases for January 14, 2009

Jewish Family Service of Los Angeles' Brand Program Wins 2008 MarCom Creative Award for Communications Excellence; Innovation Protocol of Los Angeles Created the Winning Campaign

Jewish Family Service of Los Angeles' (JFS) new brand program has been honored with a gold 2008 MarCom Creative award. Innovation Protocol, a Los Angeles brand strategy consultancy, developed the branding campaign for JFS.

    LOS ANGELES, CA, January 14, 2009 /24-7PressRelease/ -- Jewish Family Service of Los Angeles' (JFS) new brand program has been honored with a gold MarCom Creative award in the pro bono category by the Association of Marketing and Communication Professionals. Innovation Protocol, a Los Angeles brand strategy consultancy, developed the branding campaign for JFS.

This is the first comprehensive brand program for JFS, which was founded in 1854. The strategy was developed by Innovation Protocol in partnership with JFS staff and board members and took two years to complete. The strategy is designed to make all JFS programs instantly recognizable by the public in order to heighten awareness of the many services and programs that JFS provides to the community. Among the components of the brand strategy developed for JFS by Innovation Protocol are a revised logo; a new tag line, "A family of services. A family that serves.;" new agency colors, brown and light blue; and a style guide.

The new campaign is being rolled out as JFS' numerous programs update their communications materials and renovate their service centers. One JFS building site has already been painted with the new tag line and colors, as was a custom Smart car auctioned off at JFS' 2008 Gala fundraiser.

Paul S. Castro, JFS CEO and executive director, said, "Our new branding will help us communicate more effectively with the public, our clients and policymakers about JFS' critically-needed services for the vulnerable. This award-winning campaign exemplifies the innovative tradition of an agency that has kept changing over a century and a half to better serve the citizens of Los Angeles." He added, "JFS is grateful to Sasha Strauss and the Innovation Protocol team, who continue to serve JFS pro bono. We are delighted that they have been recognized for their creative excellence with this award."

Sasha Strauss, managing director of Innovation Protocol, said, "Our firm is deeply committed to providing pro bono services to non-profits. We were attracted to this project because of JFS' reputation for innovative service to the entire community, as well as the agency's need for a strategy that could convey its diverse array of services under a single brand message."


Jewish Family Service, established in 1854, serves people of all ages, ethnicities and religions with compassion and caring. JFS' nationally recognized services counsel and support individuals and families, helping more than 60,000 people each year in the greater Los Angeles area. JFS provides food and shelter, connects people with disabilities to vital resources, and help relatives and friends care for loved ones, young and old. JFS counsels families in crisis and at-risk children through school based programs. JFS provides safe shelter for homeless families, as well as for abused women and their children, and helps them create independent lives. More information is available at


The protocol for brands that innovate (TM)

Innovation Protocol is a brand strategy consulting firm that serves exclusively organizations that are changing the nature of the market they target. Innovation Protocol has constructed proprietary methodologies that are clear, efficient and deeply rooted in business strategy. These exclusive processes are optimized for the rigor and timeliness of innovative ideas. The result is rational, effective solutions to the most sophisticated brand challenges. Solutions that appeal to the most savvy marketers and empower partners, rally leadership and invigorate stakeholders. For more information visit


The MarCom Creative Awards are sponsored by the Association of Marketing and Communication Professionals and judged by industry professionals. They are designed to evaluate work solely on its own merit, and the competition rewards companies and individuals with the highest standard for excellence and whose work serves as a benchmark for the industry. For more information on the MarCom Creative Awards, visit

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