Journey 2 Jerusalem is a not for profit organization that takes delegations of religious figures to visit Jerusalem. Throughout the journey, participants gain a better understanding for the facts and reality of life for citizens living in modern Israel and Palestinian territories. They were in need of branding, copywriting, and a web presence. The launch of the brand aided in successfully discovering, attracting and enrolling a full delegation to be sent to Jerusalem.

The impetus in planning the delegations is to work towards coexistence within the Middle East. The creation of the mark to represent Journey 2 Jerusalem needed to reflect the organizations approachability as well as its strive towards bringing people together. Two hands coming together is how we greet each other, make a deal, settle a dispute and lend a helping hand. Hands are also prevalently used in scripture, “And it came to pass, when Moses held up his hand, that Israel prevailed.” - EXODUS 17:11, “The best among you is the one who doesn’t harm others with his tongue and hands.” - Prophet Mohamed, “I will strengthen you, I will help you, I will uphold you with my righteous right hand.” ISAIAH 41:10.

Therefore it was natural for two hands to come together to form the logo, and what better way than to have them simultaneously form a number 2.