The Yossi Bachar Fellowship was established to foster systemic change in Israeli society through the work of Joint-Elka. It draws on the experience and knowledge of Israel’s senior leadership to promote dialogue between the public sector and civil society, with a focus on improving lives – especially among disadvantaged communities – through reciprocal collaboration.
Our role in conceptualizing the fellowship was to help shape an initiative that honors the memory and values of Dr. Yossi Bachar – his lifelong dedication to public service, his humility, and his belief in meaningful connections. These values are embedded in the fellowship experience.
As part of the branding process, we created a distinct
visual identity that reflects the values identified: leadership, professionalism, connection, change, innovation, impact, guidance, and bridging gaps. The branding was inspired by the parable of the Good Samaritan, a story that embodies kindness, protection, and responsibility – values that mirrored Yossi’s work connecting people and sectors, mentoring
young professionals, and driving lasting change. We found visual inspiration at the Good Samaritan Museum near Jericho, home to Byzantine-era mosaics that reflect a shared heritage of Jewish, Christian, and Samaritan cultures. Drawing from these artifacts, we developed a graphic abstraction for the logo.
The circular logo symbolizes equality, guidance, and continuity. It evokes a wheel – movement, leadership, and progress. Interwoven elements within the circle represent the connections Yossi nurtured across sectors. The circle is a space for involvement, growth, and collaboration – a place where everyone belongs.
One of the most personal and powerful inspirations behind the fellowship was Yossi’s own initiative: from time to time, he would invite business leaders, public figures, and close friends to join him on bus tours across the country – to experience firsthand the challenges faced by communities in Israel’s social periphery. This spirit lives on in the fellowship through ״Yossi’s Bus״ – a series of journeys designed to foster awareness, responsibility, and meaningful action.
As an integral part of the fellowship, our studio developed “Yossi’s Bus” into a flagship engagement tool for the donor community. By reviving this powerful format of shared learning and exposure, the initiative allows donors and fellows alike to connect deeply with the fellowship’s values – and with each other – through a firsthand encounter with the social realities the fellowship seeks to transform.
