A personal brand and website for a Jerusalem-based peacemaker and author.
Brand strategy, narrative development, website design and development, and copywriting
Ittay Flescher
2024
Peacebuilding, media & publishing
The site work shown below is a self-initiated 2026 refresh — concept, not live
The Challenge
Ittay Flescher is a Jerusalem-based journalist, peace builder, educator, and author whose work brings together Israelis and Palestinians. In 2025, Ittay was preparing to publish his first book, The Holy and the Broken: A cry for Israeli-Palestinian peace from a land that must be shared, and stepping into a more public role as an author.
He needed a website that could introduce who he is, present the book, and open the door to lectures and community events.
The Work
We began with how Ittay was hoping to evolve his personal brand and public thought leadership once his book was released, and grew everything from there: his brand positioning, the structure of the site, the visual identity, the copy, and finally the build.
Part 01
Positioning & Story
Who he is as an author and peacemaker, what he stands for, and how that reads to someone meeting him for the first time.
Part 02
Offerings Organized
The book mapped alongside his lecture topics, so an organization could understand what each of his lectures cover.
Part 03
Three Paths
Readers, event organizers, and press each arrive wanting something different. Each have a clear route from the homepage.
Part 04
Brand, copy, build
I developed the visual brand, wrote the copy, and designed and built the site.
2026 refresh
A self-initiated redesign that takes the original brand identity I built for Ittay and rebuilds the site within it. Since launch, Ittay has had an exciting year: book tours across the world and a growing body of reviews from notable leaders in the field. This concept expands the site to hold everything he has added since, and gives it a clearer roadmap as his public profile keeps growing. This is a concept, not a live build.
The brand
I built an identity with enough gravity to carry a serious book on a hard subject, while keeping room for the hope and humanity at the center of his work. It holds the weight of his field without feeling cold, and hold up whether people meet him through his book or his journalism
Olive
#D5D693
Slate
#3E5866
Ink
#1D3341
Sage
#93AB9E
Slate
#3E5866
Slate
#FAFAF7
Clarendon
Headings
Aa Bb Cc
A cry for Israeli-Palestinian peace from a land that must be shared.
Clarendon is a slab serif rooted in editorial and publishing. It signals seriousness and trust while holding the same balance of weight and warmth as the rest of the brand.
Futura
Headings
Aa Bb Cc
Ittay's approach emphasizes the importance of dialogue and the power of education to inspire change.
For the body text I went with Futura. It's a clean, geometric sans that keeps everything easy to read, and next to Clarendon's editorial weight it feels modern and friendly.
Working with Bridget was an absolute pleasure. She took the time to understand my personality, my brand, and the message behind the book, and it shows: the colours match my brand identity, the layout is intuitive and engaging, and she built in clear pathways for visitors to register for events. She's exceptionally skilled, communicates clearly, even made instructional videos so I could edit the site myself, and approaches everything with positivity and professionalism. If you're looking for someone who can turn your ideas into a cohesive, user-centered digital experience, I wholeheartedly recommend her.
Ittay flescher, author, educator, journalist, and peacemaker
The outcome
The Holy and the Broken went on to be named a finalist for the US National Jewish Book Awards, with Ittay’s writing featured in Haaretz, ABC, and The Age.
The site gave Ittay a professional home as he stepped into public life as an author, bringing his book, his writing, and his speaking into one place and a way for the communities his work is for to find him.