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Yad Chessed (Hebrew for “hand of loving kindness”) of Brookline, Mass., was founded in 1989 with the purpose of providing short-term assistance to Boston’s Jewish needy and those receiving inadequate, fixed incomes in order to enhance quality of life. The organization reached out to The Shoestring Agency to develop its new brand identity and develop graphic standards to help ensure proper implementation. The work included the creation of a new tagline, as well as branding options that included the usage of the Hebrew language. The logo features an icon completely unique to the organization that illustrates the concept of “hand of loving kindness” which was crucial to their needs. Learn more about the organization at YadChessed.org.