When 11 worshipers were killed at the Tree of Life synagogue on Oct. 27, 2018, it was the largest anti semitic attack in U.S. history. The Squirrel Hill site has been reimagined by learning architect Daniel Liebskind to become a memorial, education center and museum with a mission to uproot antisemitism. 

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Our role was to create a unifying brand story and visual identity for the transformational next chapter of Tree of Life. Expanding upon the building design concept of the ‘Path of Light’, we developed a logo system and visual expression that mirrored the unique architecture while creating the illusion of a light beam.