KEDEM
KEDEM
Visual Identity, Website & Enrollment Campaign
'KEDEM - a new Jewish Classical Education elementary school, Jerusalem
VAT is not Included
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Brief
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About
Kedem is a new Jewish classical education elementary school opening in Jerusalem in September 2027
Name and tagline: “Kedem”, built around "חַדֵּשׁ יָמֵינוּ כְּקֶדֶם"
Classical education was the standard in schools until a few generations ago. It was built on the great books of the Western canon, on knowledge, memorization, history and languages, and on discipline and hard work.
Today it is having a worldwide revival. It keeps the depth and high standards, drops the harshness of the past, and adds warmth and belonging. As schools step back from screens and tablets, hundreds are returning to books.
Kedem brings this approach to Israel with a Jewish core. Jewish texts are studied in depth, like math and science, alongside a full school day and English at the highest level from first grade.
The challenge: telling a new story to parents and teachers who don’t yet know the term but recognize good education, and enrolling 30 founding families by January.
The goal: a brand that feels timeless and contemporary at once, inspired by the idea of “Renew our days as of old.”
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Plan
Phase 1 – Visual Identity
Visual identity system: Logo, color palette, typography, graphic language
Compact brand guide and digital files
Phase 2 – Website Design
Design of up to 6 key pages (Home, Our Approach, Curriculum, A School Day, Team & Careers, Enrollment / Contact)
Design files ready for development
Development and hosting are not included. They will be quoted separately and handled by developer.Phase 2.5 – Brand Film
A short brand film (up to 60 seconds) introducing Kedem to parents and teachers.
Delivery in formats for website and social media
Phase 3 – Enrollment Campaign Launch Kit
City-street billboards : up to 2 formats
Digital ads and social media: up to 4 formats
House-meeting - A printed brochure and folder up to 4 pages design
Print-ready files and supplier recommendations
Phase 3 includes flexibility for small additional items that may come up during the campaign.
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Creative Process
Phase 1 – Visual Identity
Kick-off meeting and strategic direction: the story of Jewish classical education, told to parents who don’t yet know the term but know what good education looks like
Brand concept and visual narrative development based on visual and field research
Visual communication Design
Phase 2 – Website Design
Site structure and user flow, from first visit to parent sign-up
Bilingual design (Hebrew / English)
Phase 2.5 – Brand Film
Concept, script and storyboard
Visual design of key frames in the brand language
Animation, typography and motion graphics
Integration of existing or licensed footage where needed
Sound design and final edit
Phase 3 – Enrollment Campaign Launch Kit
Campaign concept and key visual
Project details
What’s included
Up to 2 design directions, up to 3 revision rounds, and 2 meetings.
Professional coordination with print suppliers and website developers, including technical guidance, file preparation, and production specifications.
Timeline
First sketches are delivered within approximately 10–14 business days after payment confirmation and receipt of all required materials.
Phase 1 – Visual Identity
Priority development and approval of the brand identity to establish the foundation for all communication materials.
Phase 2 – Website Design
Website design will begin following approval of the visual identity, with priority given to the essential pages required for enrollment.
Phase 3 – Enrollment Campaign
Campaign materials will be developed in coordination with the website design to meet the agreed launch schedule.
Timeline & Dependencies
The accelerated schedule requires timely feedback, approvals, and delivery of all necessary content and materials by the client.
Project milestones will be agreed upon at the start of each phase and may be adjusted according to the approval process.
Website development, printing, production, and delivery schedules are managed by external suppliers and remain outside the studio’s responsibility. The studio will provide professional coordination and production-ready design files.
Delivery
Final files, open design files, production-ready files, and editable source files will be released only after payment has been completed and confirmed.
Project terms
- Payment is due regardless of whether the client chooses to use the final deliverables, and regardless of delays caused by the client or by any third party.
- Payment terms: 40% upfront upon approval of the proposal and before commencement of work; 40% upon approval of the website design (Phase 2); and the remaining 20% before delivery of final files, editable source files, or production-ready materials.
- If client feedback is delayed by more than 1 week, or if requested revisions exceed the agreed scope, the studio reserves the right to pause work and revise the project schedule. Delays in content delivery, approvals, or third-party production may affect the timeline without altering the agreed payment milestones.
- If website design approval is delayed by more than 7 business days after submission, and no specific revisions within the agreed scope have been requested, the corresponding payment will become due.
- Initial Zoom consultation is included as part of the proposal process. If the project does not proceed, the consultation will be billed at ₪750 + VAT.
- Meetings and calls will be coordinated in advance at mutually agreed times. Clear communication, mutual respect, and professional boundaries are an integral part of the working process.
Extras
- Changes beyond the agreed scope will be billed at ₪750 per hour.
- Items and additions not included in the agreed price will be quoted separately.
Not included
- Printing, copywriting, extra formats, external suppliers, font licenses, image-bank subscriptions, programming, shipping, web / domain / plugins / production costs.
- The studio does not provide font licenses or image-bank subscriptions. These will be priced separately according to the project requirements.
- Any required payments to external suppliers will be paid directly by the client to the supplier, according to the supplier’s terms. Milush does not charge commissions on external suppliers.
Intellectual property
- Milush retains the right to use similar versions in any manner, including publication of product images, mockups, and other related uses.
- All materials provided by the client, as well as proofreading of texts in any language and at any stage, are the sole responsibility of the client.