This Reconstructionist synagogue was having trouble distinguishing itself from other, more traditional congregations in the Philadelphia area. The lack of a mark that resonated with congregants and the community-atlarge, made it difficult to recruit new members and for potential members to find this progressive synagogue.

The first step to making the mark was a comprehensive survey to define the qualities at the core of Mishkan Shalom:

(1) Traditional with a twist (2) Embracing diversity (3) Finding a home (4) Progressive (5) Holy Space (6) Joyful and fun

The tent became the Mishkan Shalom icon because of its biblical roots and the definition of the "Biblical Mishkan" as a "portable dwelling". The discovery that the first tabernacle was a tent gave the mark authenticity while placing the image in a landscape brought out its full meaning. Because what everyone agreed on was that coming to Mishkan Shalom was like coming home-after a long search.

Read next case study
Read the Process

 
© 2004–2008 Orly Zeewy