Branding & Identity
Sterna's Academy
Sterna is a talented, well-known wig artisan (sheitel maker) in the Haredi community, and she built an academy to teach her craft. As in-house art director, I developed the graphic language for her courses, a visual language that had to speak fluently to a Haredi female audience while, above all, feeling polished, professional, and aspirational.
Sterna is a skilled, well-known wig artisan (sheitel maker) in the Haredi community, a craft where skill and modesty matter in equal measure. She built an academy to pass that craft on, teaching courses to other women in the community, and she needed a visual language to carry it.
As in-house art director, I developed the graphic language for the academy and its courses. The real challenge here wasn't aesthetic, it was cultural fluency: the design had to live inside the visual codes of the Haredi world, modest, respectful, and instantly legible to its audience, while still feeling current, professional, and worth investing in.
The work spanned the course materials and the academy's identity, all aimed at a single goal: to make Sterna's expertise look as serious and considered as it truly is, in the eyes of the women who would recognize exactly what they were looking at.
