United Hatzalah


The challenge

United Hatzalah is not a tech company but an amazing organization with over 3,500 volunteering medics in Israel and more abroad. UH volunteers are ordinary people with ordinary jobs and lives who are always ready to leave everything for the chance to save the life of people around them.

UH came to us with outdated branding, without positioning, and without clear differentiation—but with a lot of passion. However, the most difficult challenge they gave us was to create something that 3,500 volunteers would connect to—to create a change people would want to adopt.

The Solution

We positioned United Hatzalah as a global network of volunteer first responders. This messaging resonates with potential volunteers and donors that are now called to help strengthen and expand the network.

We’ve changed the brand color from blue and red to orange, allowing the organization to “own” the official color of first responders’ vests.

We’ve created a 60-page brand book to help the organization during the transition stage and beyond.