This project came to us through another one. Aharon Schreiber from the Jerusalem Municipality's education team saw the website we built for the Tzur Group, was impressed, and asked to meet. He brought with him a challenge unlike anything we'd done before: help improve the public image of Jerusalem's State-Haredi education sector - not just build a website, but help reposition an entire community.
The State-Haredi sector serves families from ultra-Orthodox backgrounds who want their children to receive a full religious education alongside core academic studies and matriculation exams. The project is a partnership between the Jerusalem Municipality and the Lavi Association, and its goal is to change how the world sees this sector - starting from the schools themselves.
“Yoni and Rephael from DuoDiv surprised us with a deep understanding of the ultra-Orthodox audience and our unique needs. They not only characterized a site, but created a solution that truly speaks the language of the community. The process was professional and thorough, and the result speaks for itself. ”
The key insight driving this project is that when a parent from this community decides where to enroll their child - even for kindergarten or first grade - they think all the way ahead. They ask themselves what this sector means for their child's future, what doors it opens, and what it signals to their community. That's why improving the sector's image has to start where parents make that decision - at the educational institutions themselves.
In practice, the project has included seven different websites so far: five for schools in Jerusalem - Beit Raban, Netivoteha, Etz HaChaim, Nishmat HaTorah, and Sha'arei Rachamim (two yeshiva high schools and three elementary schools). In addition, a website for Rade Channel - a radio station in collaboration with Menachem Toker, a prominent figure in the Haredi community - and a website for the "Hitkabzo" organization, which runs social activities for yeshiva students. We also created branding - logos for Rade Channel and for the Etz HaChaim school.
Alongside these, we developed a full UX strategy for a mini-site within the Municipality's own website - one that explains the State-Haredi sector, its connection to Jerusalem, and addresses every target audience. We delivered the specification to the Municipality's internal development team, who trusted us with the strategic planning.
The most significant challenge in this project was entering a world we hadn't worked in before. Each school has a slightly different sub-audience with subtle distinctions - one institution speaks more openly about military service, another less so; one emphasizes academic excellence, another focuses on community. Every website received its own complete UX strategy, design, and development process, with all projects running in parallel.
To get it right, we assembled a tailored team. Zvika Sofer, a copywriter from the religious community whom we love working with, wrote most of the content. We also brought in Eli Glick as a consultant to ensure every nuance was accurate against the fine distinctions between the different streams within the State-Haredi sector. The process itself is the same structured UX strategy we always follow - the decisions are what change, not the method.
The Jerusalem Municipality project started when Aharon Schreiber saw one website we'd built - the Tzur Group - and was impressed enough to reach out. Since then, the project has grown into seven websites, two logos, and a strategic UX plan for the Municipality - and it continues to expand.
Beyond the scope, this project demonstrates something important about our approach: we don't need to know the sector in advance to deliver precise work. What it takes is a professional UX strategy process, a willingness to learn deeply, and knowing how to bring the right people onto the team. That's why the Jerusalem Municipality trusts us as long-term partners on a project that's reshaping the face of an entire sector.
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