the brief

Congregation Beit Simchat Torah, aka “the gay synagogue”, is a renowned Reform synagogue in Chelsea. 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 a gala 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 be fabulous enough to convey the excitement of the occasion and the vibrancy of their community, but also the gravitas befitting a major New York synagogue. It needed to use LGBTQIA+ iconography without veering into “rainbow capitalism” or feeling corporate, and also stick well enough within CBST’s existing brand that it remained recognizable.

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