Client
ChabadU
The Campaign
Right, Wrong, & Really Human: A course on Pirkei Avos
ChabadU, a division of Chabad.org, offers online courses that bring Jewish ideas into everyday life. For Right, Wrong, and Really Human, we were brought in to shape the branding and messaging for a four-part course focused on navigating real-life ethical tension—where right and wrong aren’t always clear. We developed a name and overall direction that feel immediate and human, and crafted course language that brings complex Torah ideas down to earth—clear, relatable, and easy to step into.
Paired with a clean, minimal visual direction, the result is a course that feels approachable without losing depth—drawing learners in through relevance, not just information.
The Results
The response was immediate.
The course resonated with learners looking for something real—something that speaks to the gray areas they’re actually living in. Interest translated into strong engagement, with people not just signing up, but leaning in, reflecting, and coming back for more.
