Commissioned by and in collaboration with BBMG New York
Recustom
Recustom is an online platform aiming to connect and provide meaning to individuals across the spectrum of Jewish identity. It offers opportunities to engage with Jewish rituals on one's own terms, beyond the traditional holidays, allowing for remixing and adaptation. The platform fosters a community of care and inclusivity, where all identities, traditions, and intersectionalities are not only welcomed but embraced. The name "Recustom" reflects their mission to empower individuals to personalize rituals while embracing the dynamic nature of cultural adaptation. The design system brings this concept to life, with a logo that thoughtfully blends the old and new, complemented by vibrant, intergenerational photography that captures the essence of this evolution. The primary color scheme draws inspiration from the cycle of day and night and the calendar, representing the continuous flow of time and the cyclical nature of traditions. To enhance the idea of eclecticism and the playful nature of picking and mixing, the secondary palette intentionally features 'clashing' colors—bright tones paired with more muted shades. This approach adds depth and dynamism to the design. Additionally, the graphic language combines ancient sacred geometry and symbolism with a distinct modern touch, creating a visually compelling and meaningful experience.