Lily Auchincloss foundation
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 board approached Level to create a new identity, website, and stationery suite to give past and future grantees a more sophisticated, organized, beautiful yet humble experience.
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.
brand positioning strategy, concept, design
The logo 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 a city grid and the idea of community and connections.
The “building blocks” that make up the mark also suggest the idea of sharing a common goal of promoting the quality of life in NYC. By supporting culture and preservation, we build each other up, ultimately forming a better version of our community.
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.