Norman Cherubino

Hadassah 2023 Impact Report

Lead Art Director and Designer for this award-winning report

This report was a winner in the 61st GDUSA Design Annual Showcase sponsored by Graphic Design USA Magazine.

I took ownership of this challenging project from concept to completion and collaborated with several MarcCom groups: Strategic Communications, Marketing, and Digital Communications.

As lead art director and senior graphic designer, I was solely responsible for design, layout, production and artwork of this 40-page report. I also took ownership of the entire print production process from coordinated the print estimates, delivery of print files to printer, reviewing proofs and coordinating all mailings and deliveries.

About Hadassah

Hadassah, The Women’s Zionist Organization of America, was founded before Israel was a state and before women could vote.

For 100+ years, Hadassah has worked proactively to find and implement solutions to some of the most pressing challenges facing each generation. Together, they are advancing women’s health, supporting a strong Israel and instilling Jewish values in future generations.

From groundbreaking medical achievements to advocating for women’s rights, fighting antisemitism to helping Israel heal after the devastation of Hamas’ terror, 2023 was a lifechanging year for each of us — and Hadassah. Join us as we look back at how Hadassah changed lives, offered hope and helped a nation and a people heal.

Lead Designer for this online marketing resource.

Working closely with Membership, Engagement, and the Evolve staff, I was the lead designer for this successful online resource that created a streamlined marketing system for Evolve events across the country.

I designed and created a template system that unified the visual look for all marketing materials for all national Evolve events. The template system includes social, email headers and flyers that gives Evolve events a fresh new marketing look while still being on brand with Hadassah marketing. All marketing materials are created in and shared via Canva.

Besides creating the marketing system, I was involved with introducing the Canva template system to staff members and lead follow-up educational zooms to show staff how to best use the Canva templates.

 About Evolve

Evolve Hadassah: The Next Generation is transforming the face of Hadassah by attracting and engaging the next generation of Hadassah volunteers and donors. We are creating communities across the US, thinking creatively and curating tangible experiences. We believe in the power of bringing women together to form life-long bonds through meaningful experiences and impactful friendships. We are creating spaces for women seeking a judgment-free community of Zionist women to share their thoughts and ideas. Our goal is to plant the seeds for the future, adapting our model to include all who identify as women and ensuring we play a vital role in our exciting journey ahead.

About Hadassah

Hadassah, The Women’s Zionist Organization of America, was founded before Israel was a state and before women could vote.

Today, Hadassah is 300,000 strong, across the country and across the generations, proof of just how big an impact they can have when they bring philanthropy and women’s leadership together.

For 100+ years, Hadassah has worked proactively to find and implement solutions to some of the most pressing challenges facing each generation. Together, they are advancing women’s health, supporting a strong Israel and instilling Jewish values in future generations.

Hadassah 2021 Impact Report

As lead graphic designer, I was responsible for design, layout, production and artwork for this 36-page report and collaborated with several MarCom groups: Strategic Communications, Marketing, and Digital Communications. I also took ownership of the entire print production process from coordinated the print estimates, delivery of print files to printer, reviewing proofs and coordinating all mailings and deliveries.

About Hadassah

Hadassah, The Women’s Zionist Organization of America, was founded before Israel was a state and before women could vote.

For 100+ years, Hadassah has worked proactively to find and implement solutions to some of the most pressing challenges facing each generation. Together, they are advancing women’s health, supporting a strong Israel and instilling Jewish values in future generations.

2021 was an extraordinary year, challenging and changing Hadassah’s notions of the possible — and this report highlights how these women turned the possible into reality through more inventive programs, engaging their community in record numbers, and more breakthroughs from the medical teams at the Hadassah Medical Organization.

How do you position a wonderful nonprofit with a stellar mission? You start by making them look great by the numbers.

Change for Kids harnesses the power of the New York City community to close the opportunity gap for students. CFK had a new logo and a revised mission. But their past annual reports didn’t reflect the vibrancy of the organization or tell their story in an easy-to-read format.  

An infographic approach was used to clearly and quickly explain how this opportunity gap affects underserved communities and how the CFK community is working to help elementary school children thrive.

Norman was a true partner throughout the process with a unique ability to visually translate our marketing message into an end product that effectively tells our story.

Emelie Calbick
Change for Kids

How do you stand out before your target audience?

Even with innovative teaching methods and all new facilities The New LIFE School was having a hard time being considered a possibility by parents whose child’s needs were not being met in mainstream classroom settings.

The new web site and an updated capabilities brochure replaced obsolete materials. The school’s sleek new building exterior was featured on the cover to reinforce that this school is an innovative leader in alternate education.

The title of the brochure, “Everyday is a New Day,” was taken from a conversation with then Principal and Executive Director for Education Peter Anzalone during our first meeting. He often told prospective parents that new beginnings are guaranteed at The New LIFE School.

How can a company create a culture of wellness for their employees? Success can be found with repeated messaging, multiple touch points, and a strong brand image.

For 10 years, I was the creative director for Healthy Pfizer, a wellness program for 40,000 Pfizer employees and their families.

Monthly promotions for Healthy Pfizer were a mix of print, emails, websites, videos, traveling exhibits, and branded premiums and included everything from a 16-city kick off tour to promotional napkins dispensed in all Pfizer employee cafeterias. Healthy Pfizer not only promoted various aspects of the its own program but at times co-promoted other Pfizer agendas including benefits enrollment, consumer programs and executive leadership initiatives.

My responsibilities included creative concepts, writing, design, production, budgeting and scheduling of all deliverables and creating the ID guidelines.

In employee focus groups Healthy Pfizer was recognized with “100% brand awareness.”

How do you bring clarity to your message? ACP wanted to streamline what they referred to as their “NASCAR” look, which was not letting ACP shine through due to too many sub-brands.

Disconnected visual messaging was causing confusion and diminishing the power of the overall brand identity, with many physicians unaware that well-regarded brands, such as MKSAP and Annals of Internal Medicine, were actually part of ACP, a professional trade association for physicians. 

The results from the rebranding are a clear and simple new logo and sub-brand system that always reinforces parent relationship to ACP. This was then implemented across national and international chapters, affiliations, events, websites, and publishing offerings.

The ACP logo system has been well received and brought much needed order, visually and otherwise, to our communications.

Wayne H. Bilsma, PHD, CAE
Chief Operating Officer
American College of Physicians

What do you do if your employees are embarrassed to hand out their business cards? IPRO, a healthcare consultant, wanted a rebranding to help drive business, meet goals, and most importantly, change old perceptions.

The new logo, tagline, brochure system, brand guidelines and website made IPRO more attractive for recruiting top talent, and created a united front for their wide range of service offerings..

We’ve found remarkable support companywide for the rebranding. The tagline has been especially well received; I think it underscores our sense of mission and reinforces the pride employees feel about our organization.

Spencer Vibbert
IPRO
Vice President, External Affairs

At Hadassah, I collaborate with the Strategic Communications and Marketing teams to produce a wide range of social media graphics—some timely, news-driven one-offs, others part of ongoing series, event promotions, or fundraising campaigns. These visual assets are a key part of how we engage our growing online audience and amplify Hadassah’s mission.

Hadassah harnesses the power of social media to share groundbreaking medical innovations from our two world-renowned hospitals in Israel. Through compelling stories, impactful research updates, and behind-the-scenes glimpses into our facilities, we keep our global community informed and inspired. Our platforms also spotlight Hadassah’s vital advocacy efforts, from combating antisemitism to championing women’s reproductive rights.

In 2024, our social media presence grew significantly as a tool for education, advocacy, fundraising, and community building. With over 91,000 followers—a 5.6% increase from the previous year—our content generated more than 1.15 million engagements, a remarkable 72.7% jump. Our 9.8% engagement rate per impression, up 138%, shows how deeply our audience connects with our values and mission.

Beyond sharing our work in medicine and advocacy, Hadassah’s social media platforms keep members across the country connected to a vibrant and engaged community. Weekly content includes book discussions with Jewish authors, commentary on current events, updates from Israel, and more. These programs foster learning, connection, and action—and help build a passionate network of supporters committed to healing, justice, and progress.

Who doesn’t want to win? A little healthy competition can really drive participation in employee health challenges. And customized communications always leads to higher engagement. 

Over 6,000 Pfizer employees participated in a pilot health-challenge program at four Pfizer locations. Site-specific communications featuring the local teams and reporting their results were distributed over the four weeks of the challenge. Every week, employees were encouraged to keep participating and were told which teams and individuals were on the top 10 leader board. The results – 76% employee participation. And the pilot program was taken to a national launch.

It’s not about programs, it’s about engagement.

Jennifer Accure
Sr. Director, Pfizer Health Solutions

How do you come together to create change?

Building communities of caring and compassion is a powerful force that can heal the nation and change the world. The Network for Human Understanding works with communities and congregations across the nation to help make this dream come true.

The mark for The Network for Human Understanding takes its inspiration from the light of the human spirit. The website features quotes from some of history’s most inspiring community builders. The Network currently has program at Riverside Church in New York City and is planning to expand to other congregations in the upcoming year.

How do you engage co-workers?

When it comes to wellness, co-workers can inspire and be strong motivators for each other. Sharing one’s wellness journey can be very powerful. It is easier to “walk the walk” if you see others around you doing it as well.

Pfizer celebrated the one-year anniversary of the opening of the Greenwood location employee wellness center by highlighting the success of local “Health Heroes.” Eight local Pfizer employees were chosen to share their wellness story. Each of their stories highlighted the various programs offered — fitness center, Weight Watchers, company-wide health challenge, health coaching — all under the Healthy Pfizer umbrella.

The promotion ran for four months. Every two weeks a new employee testimonial was highlighted through posters, emails, a website, and a lobby exhibit.

How do you let people know the real story?

When Pfizer instituted a world-wide policy at all of their locations, they wanted the message to shine. But the new policy – that all facilities and grounds owned, leased or shared by Pfizer were now designated as tobacco-free areas – wasn’t the entire story.  

Pfizer also wanted to take this opportunity to promote to all employees that their campuses would be cleaner and healthier environments – even if you still were a tobacco user.

A website was at the center of the communication campaign. It included a timeline and materials available to site leaders to aid in the countdown to becoming a tobacco-free workplace.

And for employees who smoked, only about 6% of the population, the website was a hub for smoking cessation resources available through Healthy Pfizer, the company’s employee wellness program.

How do you plan for the future?

Koinonia — a New Testament Greek word meaning community — is a tranquil and peaceful retreat center situated on 1,200 acres of quiet forest in the Catskill mountains area. A sense of community has been bringing people together there for many years. On their 50th anniversary, Koinonia asked this community to support their capital campaign to help the retreat center transform and soar ahead into the next 50 years. 

The capital campaign brochure showcased a balance of serene images of the beauty of nature among the strategic plans that set the stage for Koinonia’s growth. It was designed to prompt the community and donors to think, “How can I help Koinonia transform?”

The excellent work on our image enlivened our users and donors. Koinonia is now soaring into the future.

Rev. Robert G. Wollenburg
Board Member, Koinonia

How do you get all content creators, local and national, to communicate with one voice?

Working directly with the Associate Vice President, Digital & Creative Services, and her team, I wrote and created a new brand book to be used by the 200 local chapters of JDRF, the leading global organization funding Type 1 diabetes research. 

The JDRF Brand Book is in an easy-to-understand format and language that enabled the local chapters of JDRF to create clear, consistent, and cohesive communications with emphasis on “tools not rules.” Many of these chapters do not have staff designers or marketing teams, so the new brand book is a simple and clear set of guidelines, written with non-designers in mind. Included in the book are guidelines for local content creators to generate sub-branded programs within JDRF including fund-raising walks and rides, chapter events, and new fundraising initiatives.

How do you unify your message?

A disorganized look was leading to disengagement. The Metro YMCAs needed an efficient way to engage their growing and increasingly diverse audience and a platform to show that Y facilities could compete with the exclusive health clubs and after-school programs popping up in the area.

Though all five branches of the Y were run by the same executive team, there was a disconnected way of communicating services with different designs and formats. This led to an unorganized and amateur look. A new publication system was created that showed the range of services, from daycare and summer camps to adult language classes. Photo guidelines were updated to insure that all images showed the diversity of the Y’s audience.

The result was a professional, streamlined look that was used consistently for all five branches and said, “We’re a lot more than just the local Y,” and “The Y is for all of us.”

How do you stand out in a crowded field?

Contrarian value style investing is more thoughtful than reactive and goes against what most investors are purchasing and selling at the time.

Linde Hansen wanted to present this investment strategy in a simple and elegant way on their new and expanded web site.

Beautiful photography was used as a metaphor to show, as a value-oriented investor, how this Linde Hansen is different and stands apart from the usual investors. Besides expanding the site, a new CMS was implemented that allowed all updates to the site to be handled in-house.