itrek: The Story Behind the Rebrand

When we first started Israel & Co. in 2011, we had a clear vision of introducing Israel to the world’s future leaders in an unmediated and authentic way. We first launched our original MBA program and later, based on the growing interest from more schools and fields of study, added our Law and Policy programs. More recently, we have added a new STEM program. Most programs were, and still are, peer-led, with student leaders organizing the treks for their classmates based on their own personal experiences, interests, and point of view, with our support and guidance.

What started as a two-man humble operation seven years ago is now an organization of nearly 20 people, working with leaders at more than 50 of the world’s leading schools throughout the U.S., Canada and Europe, helping to bring more than 3,600 participants to Israel in 2018, and over 13,500 participants across 103 nationalities since our organization’s founding.

itrek: Why We Decided to Rebrand

For some time, we’ve been feeling that the organization had outgrown its original brand. To highlight our mission and the value we offer–once-in-a-lifetime, unique treks to Israel–we decided to unify our work and vision under one cohesive brand, visual identity and message.

Today, we are proud to reintroduce itrek, and share the story behind our organization’s new name and brand.

Through Leaders’ Eyes: The Concept of Our New Brand

Mission and Message:

The heart of our mission has always been to introduce tomorrow’s leaders to Israel. Our treks create opportunities for participants to discover Israel, with its richness and complexity first hand, rather than just reading or hearing about it. We strive to accommodate an open and pluralistic experience, crafted by student leaders for their peers, in a way that supports different points of view, invigorates thoughtful discussions and is eye-opening.