Since 1997, the Lily Auchincloss Foundation has been providing grants to promote the quality of life in New York City by supporting organizations working in the arts, human services, and the environment.

The foundation approached Level to create a new brand that better reflected the history and culture of the organization. Our work included a new brand strategy, visual identity, website, and print collateral.

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.

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 logo 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.

An identity that reflects both the sophistication and humility of the Lily Auchincloss Foundation.