Since 1997, the Lily Auchincloss Foundation has been providing grants to help promote the quality of life in New York City by supporting organizations working in the arts, human services, and the environment within the five boroughs. The foundation approached Level to create a new identity that better reflected the history and culture of the organization.

The foundation was started by Lily Auchincloss — a noted philanthropist who supported institutions and organizations such as The Museum of Modern Art (MoMA), the Cathedral of Saint John the Divine, and the American Academy in Rome. She became a trustee at MoMA in 1971 and served on numerous committees. She financed exhibitions about Frank Lloyd Wright, Rem Koolhaus, Cy Twombly and Louis I. Kahn. MoMA named the Lily Auchincloss Study Center for Architecture and Design after her in 1994.

IDENTITY

brand positioning strategy, concept, design

The Lily Auchincloss Foundation identity received a Graphis Design Annual 2020 Gold Award, and the complete branding system received an American Graphic Design Award 2020 from GDUSA.

We developed a new identity that pays homage to the Founder – Lily– by using her first name as the basis for the mark. The logo is constructed from a modular grid, referencing the grid of the city itself, and the idea of community and connections.

The unity of the “building blocks” that make up the mark suggest the sharing of a common goal: by supporting culture and preservation in New York City, we build each other up, ultimately forming a better version of our community. The result is an identity that reflects both the sophistication and humility of the Lily Auchincloss Foundation.

Stationery SYSTEM

concept, design, print management

Business cards, letterhead, and envelope are understated and elegant for corresponding with potential grantees.

A digital template for the letterhead was created as well for online communications.

website 

visit site: lilynyc.org
strategy, content, information architecture, concept, design, front-end development

The Lily Auchincloss Foundation website represents the powerful mission and history of the organization, and informs potential grantees about the process and types of grants awarded. In addition to information and resources, the website also includes a filterable archive of every grant and award that the foundation has given since 1997, which is well over 1,500 grants totaling more than $23M.

The home page sets the stage for the rest of the site, emphasizing the foundation’s focus on New York City, and placing the most important content at the forefront of the experience. The compact and well-organized navigation makes it easy for site visitors to find what they are looking for, while the sophisticated color palette, imagery, and typography echo the foundation’s new identity.