Case study

Strategic Plan for Let My People Sing!

Let My People Sing! is a cultural project expanding the ancient and transformative practice of Jewish communal singing.

They needed a graphic strategic plan that accurately (and joyfully) conveyed their unique mission, the necessity of their organization, and their strategies for achieving their goals.

Client: Let My People Sing!
Deliverable: 40-page strategic plan, print & digital
Role: Layout, illustration, hand-lettering, infographics

Printed cover of the 2026–2030 strategic plan

Implementation page over the patterned back cover

01 — Challenge

Forty pages of dense information, for very different readers

The copy and metrics came ready: mission, values, methodology, a theory of change, five-year objectives, a timeline and a budget. The plan had to work for funders reading for numbers and for community members reading for meaning, without losing either.

Printed Methodology and Purpose spreads on a wooden table next to a pen

02 — Strategy

Give every kind of information its own shape

Before designing anything, I sorted the content by what it needed to do. Values became people, with a portrait beside each one. Methods became icons. The theory of change became a table, and the timeline and budget became charts that read at a glance.

Below, the same Values copy in an early draft, and where it ended up.

Early draft of the Values page: a plain bulleted list on a blue background — Early draft

Finished Values spread with a portrait and illustration beside each value — Final spread

Timeline spread showing goals for each year from 2026 to 2030 — Five years as a timeline

Future financials spread with income and expense bar charts — The budget as charts

03 — Design

A hand-drawn voice to match the singing

I hand-lettered the section headings and illustrated a set of instruments, flowers and songbook motifs, then built them into a repeating pattern for the back cover and section backgrounds, so everything sits comfortably beside the organization's logo.

04 — Outcome

One document, on paper and in the inbox

The finished plan was printed for in-person use and shared as a PDF through their mailing list and website, with spreads that read as well on screen as they do on the table.

Read the full plan

PDF · 21 pages · 4.7 MB

Have a project like this?

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