Brand strategy, narrative development, website design and development, and copywriting
Maayan Sharet
2026 (ongoing)
Language education, Curriculum & publishing
Site launching august 2026
The Challenge
Maayan is a Hebrew teacher and the author of Home for Hebrew, a curriculum she has spent more than a decade building. Her business offers a five-level book series in three languages, a growing podcast, and a network of teachers working with students in 14 countries.
Maayan came to me ready for the next step - partnering with more organizations and institutions, and growing the base of teachers and communities using the curriculum. To get there she needed a clearer strategy for the business direction, and an updated website to bring everything she offers together.
The Work
Maayan brought me in to shape the strategy and clarify her brand direction.
Part 01
Audit & audience mapping
I audited the full offering and mapped it against the three audiences it serves. Seeing it all in one place showed us what was working, what overlapped, and where the real opportunities to grow were.
Part 02
Positioning & voice
I set the direction for where the business was heading and gave it a voice to match. The positioning made clear what Home for Hebrew stands for, and the voice made it sound like a teacher, not a publisher.
Part 03
Visual identity
Then I designed a visual identity flexible enough to carry the full range, from the five-level book series to the podcast to the institutional partnerships. It holds everything together as one brand, even as the business keeps growing.
Part 04
Copy, design, build
Finally, I wrote the copy for each audience, then designed and built the site around it. The result is a clear path through everything Maayan offers, with an obvious next step for whoever lands there.
Strategy
Everything she offers already existed, but none of it was addressed to anyone in particular. We worked together to decide who each offering was for, and in what order they should meet it.
Before - one undifferentiated list
Everything she offers already existed, but none of it was addressed to anyone in particular. We worked together to decide who each offering was for, and in what order they should meet it.
Five-level book series
Three languages
Podcast
Teacher network
Private tutoring
Institutional Programs
After - three audience journeys with a clear roadmap
Individual learners
Where do I start, and what will I be able to do by the end?
01
Take a 2-minute Hebrew level quiz
02
Get the book for your level
03
Study at your level (with podcast acess)
04
Advance to the next level
Teachers
Can I teach from this, and what does joining the network give me?
01
Sample a free unit from each book
02
Start with one unit or all five
02
Join the teacher network
03
Pass discounts to your students
Communities & institutions
Could we bring this across all our programs, and what would partnering look like?
01
Explore the curriculum
02
Build a customized pilot program
03
Bring your teachers on board
04
Run the pilot, with support from Maayan
We repositioned Home for Hebrew from a set of books into a complete curriculum and teaching program, already used by both learners and teachers, and backed by the teacher who created it from her own experience.
Four decisions that shaped the site:
01
Sell the curriculum, not the books
We built a path that starts at your level and runs from the alphabet to B2. Instead of a shelf of five books to choose from, the quiz points you to the right one to start with, and you have a clear roadmap of where to go next.
02
Establishing three funnels
We gave learners, teachers, and communities each their own page, copy, and roadmap. A teacher and a JCC aren't buying the same thing, so it didn't make sense to send them to the same place.
03
Make the teacher the voice of the brand
We put Maayan on the page, in the first person. Her decade of teaching is the whole reason the curriculum works, so hiding her behind a neutral voice would only have made it weaker.
04
A soft landing for beginners
We created a 3-month, $25 starter bundle with the Alphabet book, the A1 book, and every podcast episode, so beginners have an easy way in without signing up for all five levels. We also brought the podcast into the forefront, with streaming and membership options, since listening comprehension is a big part of learning a language.
The brand
I strengthened the Home for Hebrew brand for its new approach, while keeping the literary, soft feel Maayan loved on her previous site, the same feel that runs through her curriculum: serif headers and the comforting purple that marks her brand. We added illustrations that carry across the site and into her new books. The new site also features photos of Maayan more prominently, along with podcast imagery and real photos of her teaching her students.
Deep Navy
#26215C
Terracotta
#C47B4A
Lilac
#EEEDFE
Cream
#F9F6F1
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The outcome
The new site launches in August 2026.
A learner will find where to start, a teacher will see what joining the network gives them, and an institution will understand what adopting the curriculum would involve. Maayan and I continue to work together on an outreach strategy, and she has several projects in the works, including making all the books interactive, building a B2 curriculum in Spanish and Portuguese, forming new institutional partnerships, and developing a Hebrew curriculum without the influence of nationalism.