Mertz Gilmore Foundation
Embodying architectural heritage and philanthropy through a new identity and signage program.
Challenge
The Mertz Gilmore Foundation is a quintessential New York institution, endowed with a family legacy supporting democracy, the environment, the City, and the arts. For 60 years, the foundation has owned a four-story, 19th-century Italianate row house in the Gramercy Park Neighborhood. MBB Architects initiated a renovation of the landmarked building – its offices - in 2017 and invited LVCK to collaborate as the brand and signage consultant.
We needed a new brand identity that was both contemporary and respectful of the historic space. Signage needed to respect the residential setting while meeting requirements of ADA, NYC Fire, and Building Code.
Approach
MBB's refresh of the Foundation's Meeting House was to be emblematic of the Foundation's vision and purpose. LVCK honored MBB’s architectural decisions in all aspects of our scope – business collateral, identification, code-compliant signage, digital displays, and website. Working closely with MBB and the Foundation, we proposed signage that was contemporary and relevant, while connected to the heritage. Our materials responded to ambient light and contained subtle typography and gender-neutral linear pictograms.
The new website and materials designed by LVCK preserved the foundation’s historic connection to dance and the arts while introducing a more contemporary color palette and typeface. The rebranding further extended to design guidelines, construction documentation, architectural photography of the new interiors, and training of staff in current-day content management systems for digital media and presentations.
