OUR WORK
Frank Lloyd Wright Foundation
As Vice President of Communication for the Frank Lloyd Wright Foundation, Jeff led a comprehensive effort to clarify the organization’s mission, vision, and brand identity. Partnering closely with the Foundation’s graphic designer, he art directed brand identity.
Jeff facilitated an internal discovery process to redefine the Foundation’s purpose, resulting in a new mission and vision that connected Wright’s legacy to contemporary relevance.
Mission and Vision
Mission: The Frank Lloyd Wright Foundation inspires people to discover and embrace an architecture for better living through meaningful connections to nature, the arts, and each other.
Vision: In the words of Frank Lloyd Wright, “to make life more beautiful, the world a better one for living in, and to give reason, rhyme, and meaning to life.”
These statements now guide the Foundation’s communications, exhibitions, and educational programming, helping audiences understand not only what Wright created, but why his principles are more relevant today than they were in his own lifetime.
Brand Identity
Jeff art directed and guided the creative process for the brand identity. Jeff developed the concept for the refreshed visual identity that integrated the forward-looking new tagline, “Advancing the Way We Build and Live.” The tagline was incorporated as a cantilevered element, a subtle and intentional reference to one of Wright’s most recognizable design principles – Taliesin’s cantilevered “Bird Walk.”
