the brief

Congregation Beit Simchat Torah, also known as “the gay synagogue”, is a renowned Reform synagogue in Manhattan’s Chelsea district, an area known for its history of involvement in LGBTQIA+ rights movements. 50 years ago, in 1973, barely a minyan (group of 10, the minimum number of people required to hold a Jewish service) of gay men showed up for the first Shabbat; today, thousands of Jewish people of all genders and orientations attend annual High Holy Day services.

CBST held an event to honor their journey, toast to the next 50 years, and raise funds to continue and expand their services and involvement in the community.

Advertising for the party needed to convey the excitement of the occasion, the vibrancy of their community, and the gravitas befitting a major New York synagogue. It needed to use LGBTQIA+ iconography without edging into “rainbow capitalism” or feeling corporate, and also stick well enough within CBST’s existing brand guidelines that it remained recognizable.

The theme for the event was “Fifty and Fabulous: Honoring Our Past and Celebrating the Future”.