The Jerusalem Interfaith Center (JIC) is a Jerusalem-based institution dedicated to building meaningful dialogue across interfaith groups, specifically Jewish, Christian, and Muslim communities, operating in one of the few cities in the world where that work carries both symbolic weight and practical urgency. Global Upscale began working with JIC before the organization had fully defined what it would become, managing its social media presence and building its public voice during a formative period that would prove foundational to everything that followed. It was that work, and the results it produced, that established the trust and strategic alignment that led JIC to engage Global Upscale to lead the full rebrand as the organization stepped into its independent identity. Learn more about Jerusalem Interfaith Center (JIC)

The Challenge

When JIC separated from its parent body and committed to standing as an independent institution, it needed a coherent identity built around the audience and momentum that already existed. The social media program had demonstrated what was possible and the challenge was now to build a brand, a website, and a communications infrastructure that matched the ambition and the reach the organization had already begun to establish. The leadership team had no personal professional presence online, the visual identity required rebuilding from the ground up, and the content program had to serve audiences across multiple languages, cultures, and geographies without reducing any of them to an afterthought.

Our Approach

New Brand Identity

Global Upscale created the complete brand identity for Jerusalem Interfaith Center as it launched independently, beginning with the logo and extending through visual identity guidelines, color system, and typography. The brief was to build a visual language that could carry the center’s character of being grounded in Jerusalem, oriented toward encounter, and credible to an international audience spanning donors, academic partners, and community members across multiple faiths. The social media work that preceded the rebrand informed every decision, because the audience that had already gathered around JIC’s content made clear what kind of institution it was becoming.

Marketing Materials

Brand consistency at the point of first contact is where institutional trust either begins or fails to form. Therefore, alongside the digital infrastructure, we designed and produced the physical and digital materials that give an institution presence beyond the screen including flyers, event collateral, and roll-up banners for use in community settings and at the center’s programming. These materials ensured that the new JIC brand was represented consistently from the day the organization went public, and that anyone encountering it in person for the first time received the same impression as someone arriving through the website or social media.

Website Development and Content

We supported the development of the JIC website and helped produce all written content in both Hebrew and English, ensuring that the site served the organization’s two primary audience bases without diminishing either. The site was structured to orient new visitors quickly while giving returning community members what they needed without friction, from programming information to leadership profiles to the center’s broader mission. Both language versions were produced with equal care and a focus on SEO/GEO best trends, because an audience reading in Hebrew arrives with different reference points and expectations than one reading in English, and the content was written to reflect that distinction rather than smooth over it.

Social Media Growth Across Platforms

The social media work at JIC predated the rebrand and, in a meaningful sense, made it possible. Global Upscale built and managed JIC’s presence across platforms such as Instagram, X, LinkedIn, and Facebook, developing a content program in Hebrew and English that covered events, programming milestones, interfaith highlights, and institutional developments, and that consistently demonstrated an organization worth following before the new brand had even been named. Likewise, we opened and managed personal social media profiles for the executive leadership team, extending the center’s reach through the credibility of its people as well as its institutional accounts. Moreover, we opened a WhatsApp group to promote these pieces of content and allow for discussion amongst interfaith leaders and partners. For Arabic-language audiences, Global Upscale coordinated with the center’s community partners to support their own content efforts, ensuring the wider communications picture held together without requiring direct Arabic production on our side.

Monthly Newsletter

Global Upscale launched and managed a monthly newsletter for Jerusalem Interfaith Center that reached over 800 subscribers within its first year of operation, sustaining an average open rate above 55% across every edition. That figure, held consistently month over month, reflects an audience that is not simply subscribed but actively engaged as people who open, read, and return because the content gives them something they cannot find elsewhere. The newsletter became one of the organization’s most reliable mechanisms for keeping its community informed and connected, and a clear demonstration that the content program was cultivating genuine relationships rather than accumulating passive reach.

YouTube Channel

A YouTube channel was launched as part of the communications program and reached approximately 1,000 subscribers within its first year, driven by niche interfaith video content documenting the center’s events, interfaith education, and community activities. The channel gave JIC a platform to reach audiences far beyond Jerusalem, people who could not attend in person but wanted to stay connected to the work the center was producing and the conversations it was hosting. Growth at that pace from a standing start reflects the depth of interest that the broader communications program had already built, and the quality of the content that was now available to meet it.

The Results

7,000+ total followers grown across all social media platforms

~1,000 YouTube subscribers within the first year of the channel’s launch

800+ newsletter subscribers with an average monthly open rate above 55%

• Complete brand identity created from scratch including logo, visual system, and print materials
• Website developed with bilingual Hebrew and English content for community and international audiences
• Personal professional profiles opened and managed for the executive leadership team
• Physical marketing materials produced including flyers, event collateral, and roll-up banners

Conclusion

The Jerusalem Interfaith Center engagement is distinctive precisely because the work began with content, with showing up consistently and building an audience. That accumulated credibility is what created the conditions for a rebrand, and the rebrand is what gave the institution the coherent identity its growing audience had already earned for it. The numbers across social, newsletter, and video reflect an organization that built trust before it asked for recognition, which is, in the end, the only sequence that produces results that last.