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Rotem Gross.
Case study

Matirot

Some knots are meant to be untied.

A nonprofit that frees women trapped in denied divorces needed a brand as brave as the women it serves. The chosen direction pairs two linked rings with a bird in flight, and a social language that speaks gently about hard things.

19 Designed as part of my work at Group19 Digital.

19
Matirot
Client
Matirot — freeing agunot
Year
2025–2026
Disciplines
Branding, Logos, Social
Role
Brand & graphic designer
Agency
Group19 Digital

The brief

Refresh the Matirot identity and give its social channels one consistent, recognizable voice.

What I delivered beyond it

A logo of two rings, one set free. A graphic language built around a bird in flight, in pink, navy, lime and orange. A modular post grid the team can keep producing on its own, merch, and motion greetings for the High Holidays.

Process

The chosen logo: two rings, and one of them lets go.
The chosen logo: two rings, and one of them lets go.
The graphic language: a bird as the leading motif, pink and blue first.
The graphic language: a bird as the leading motif, pink and blue first.
Pl. 01
The social grid: photography, bird and type, in a fixed rhythm.
The social grid: photography, bird and type, in a fixed rhythm.
Matirot 9 posts

Some of these posts were never published: they were made to show the client possible directions, so the copy isn’t necessarily about Matirot directly.

  • Matirot post 1
  • Matirot post 2
  • Matirot post 3
  • Matirot post 4
  • Matirot post 6
  • Matirot post 7
  • Matirot post 8
  • Matirot post 9

The result

Pl. 02
Matirot
Pl. 03
Matirot