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Modern ID 598 Broad New York, 212 219 24 212 219 25

DENTITY dway 10B , NY 10012 411 528

CITY PARKS FOUNDATION & SUMMERSTAGE Advertising Branding Collateral Design Environments Logo Creation Motion Graphics Publications Signage Website Design


City Parks Foundation (CPF), a non-profit organization, came to us with a problem. Each year, CPF reaches more than 600,000 people in New York City through the free arts, sports, and education programs they offer in parks across the city, including SummerStage. Despite their omnipresence, CPF had no public recognition as an organization independent of the City and State in both structure and funding. CPF relies entirely on donations from corporate and individual sponsors. However, since the economic downturn had greatly diminished their corporate resources, CPF needed to reach out to the public for support. Partnering with Constellation NY, we had a two-fold mission: Create awareness of City Parks Foundation and the vast breadth of their offerings, and illuminate their need for donations from the private sector. Since launching in May 2010, the SummerStage website has been receiving an average of 7500 visits per day, with more than 250,000 hits to date. More than 30% of hits to the CPF homepage were driven from the SummerStage page. Memberships and donations are rising, encouraged by the website’s user-friendly portal. All eight of their fundraising concerts enjoyed sold-out ticket sales. For the first time in history, SummerStage events went live in parks across all five boroughs of New York City, increasing City Parks Foundation’s exposure and broadcasting their message.


To offer several ways to find City Parks Foundation events we offered 3 ways to discover content. The top center navigation filters content by the intended audience, the right column navigation filters content by the program type, and the center map filters content by borough location.


The City Parks Foundation mission statement appears on the left side of every page of their site. Using the title "Privately Funded. Publicly Enjoyed." along with the "Donate Now" button we emphasize the need for public donations.


To increase awareness that SummerStage is a City Parks Foundation run program, their sites are always tabbed together. This allowed for cross traffic between the two sites and increased the number of visits to the City Parks Foundation website substantially. MAP

Using the New York borough illustration from Ork Posters, we created a simple way for users to discover Sports, Education, and Summerstage events happening in parks in their community.




iCI Independent Curators International Advertising Brand Identity Collateral Logo Creation Publications Signage Stationery

iCI is an organization dedicated to educating the public about Contemporary Art. It originates and underwrites original exhibits that travel extensively across the US and limited Internationally. By underwriting the exhibits, iCI makes it possible for major Contemporary Art to travel into areas that might not oftherwise be able to see it. Since iCI did not have a museum space of their own, we determined that their “real estate” would be their extensive publications. By branding these publications in a very obvious way (a large pink block at the bottom of every spine) they would create a “location” on the audiences bookshelf. We also developed a tagline of “Experience new art.” to help define what the organization was about.

Top Border 1.75”

Right Border

1.25” Left Border

Judith Olch Richards Executive Director Independent Curators International. 799 Broadway, Suite 205 New York, NY 10003

Experience new art


March 21, 2005

Dear Judith, Thank you for allowing me to participate in the rebranding of Independent Curators International. It has been a very invigorating and exciting project. I hope that these print-outs of the stationery system will bring us that much closer to the fully integrated brand I know you are eager to see realized. Please check the mechanicals closely. I have taken a few liberties with the spacing and size proportion of the Logo and tagline - not too far from where we were the other day - just a little bit of refinement was needed to make it all work together. As soon as you have your corrections and comments - give me a ring and we will plan our next steps. Thanks,

Jeff Streeper

Experience new art


to bottom of Text box - or up 1.25 from the bottom

Independent Curators International 799 Broadway, Suite 205, NY, NY 10003 T 212 254 8200 F 212 477 4781

Judith Olch Richards Executive Director Independent Curators International 799 Broadway, Suite 205, NY, NY 10003 T 212 254 8200 x 22 F 212 477 4781

Experience new art Membership

Independent Curators International 799 Broadway, Suite 205 New York, NY 10003 Phone: 212-254-8200

3,500 110 75 550 5.5 47 21 30+

artists exhibitions catalogues museums million visitors states countries years

iCI ANNUAL MEMBERSHIP iCI offers privileged access to the latest developments in contemporary art through visits to artists studios and private collections, and exclusive talks with curators. Membership dues directly fund the productions of iCI’s cutting edge exhibitions and catalogues. Independent $150 Single; $250 Dual (100% tax deductible)

Exclusively for those 40 and under, an annual program of activities in New York, which includes: • Visits to the studios of emerging artists and the homes of young collectors • Talks with curators in galleries and museums • Invitations to special events organized by auction houses, art fairs, and non-profits aligned with iCI

Friend $250 (100% tax deductible)

• Invitations and reserved seating at iCI public events in New York • 20% discount on all iCI publications • Listing as donor on iCI’s Website

Supporter $500 (100% tax deductible)

ALL Friend level benefits PLUS • FOUR tickets to the iCI “New York Studio Events”*

Sponsor $1,000 ($925 tax deductible)

ALL Supporter level benefits PLUS • FOUR additional tickets (for a total of EIGHT) to the iCI “New York Studio Events”* • ONE ticket to a dinner at the New York home of a contemporary art collector at the conclusion of the “New York Studio Events” with a special guest speaker

Patron $1,500

($1,350 tax deductible)

ALL Sponsor level benefits PLUS • TWO additional tickets (for a total of TEN) to the iCI “New York Studio Events”* • ONE additional ticket (for a total of TWO) to the dinner noted above • Advance notice of new iCI limited editions for sale • Complimentary copies of all new iCI exhibition catalogues and other publications

Advocate $3,000 ($2,850 tax deductible)

ALL Patron level benefits PLUS • Admission for two to an exclusive two-day program in New York, or another city, with visits to artists’ studios and private collections, and special guided tours of area gallery and museum exhibitions (Note: members pay additional fees for any costs associated with trips)

Partner $5,000 ($4,850 tax deductible)

ALL Advocate level benefits PLUS • Admission for two to attend three private talks given by iCI curators in the homes of contemporary art collectors in New York

Benefactor $10,000 ($9,850 tax deductible)

All Partner level benefits PLUS • Written acknowledgment as a funder of a new iCI traveling exhibition in the accompanying catalogue and introductory wall text at each presenting museum during its tour • Customized art tour of New York galleries with iCI executive director or curator of an iCI exhibition *The iCI “New York Studio Events” is an annual series of visits to the studios of prominent artists wherein attendance is limited for a closer viewing of the works and discussion with each artist. The events take place each spring on weekday evenings from 6:30 to 8:00pm; light refreshments served.

iCI’s mission is to enhance the understanding and appreciation of contemporary art through traveling exhibitions and other activities that reach a diverse national and international audience. Collaborating with a wide range of eminent curators, iCI develops innovative traveling exhibitions accompanied by catalogues and other educational materials to introduce and document challenging new work in all mediums by younger as well as more established artists from the United States and abroad. iCI is non-profit organization with 501(c)(3) tax-exempt status, supported in part by contributions and grants from individuals, foundations, corporations, and the NEA. Through this support, iCI is able to make its exhibitions financially accessible to institutions of all sizes and give diverse audiences the opportunity to experience new art.

Annie Leibovitz, Photographs 1970-1990, Annie Leibovitz ICP American Express Book Design Collateral Materials Exhibit Curation Exhibit Installation Link to ANNIE LEIBOVITZ CASE STUDY

After having worked together on the American Express campaign at Ogilvy & Mather for several years, Annie Leibovitz approached Jeff Streeper about helping put together a career retrospective book. They worked together for well over a year – looking at every photograph she had taken in the past 20 years. Upon release, the book rose to the #1 spot on the New York Times best seller list for several weeks during the busy Christmas season of 1991. The book ultimately ended up being one of the best selling photography book of all time. American Express co-sponsored the book and the traveling exhibit - The exhibit originated and was co-sponsored by ICP in New York. The exhibit traveled for five years breaking attendance records at every venue. Thanks to the full compliment of posters, notebooks, t-shirts, mugs, postcards and books - it was one of the most profitable exhibits of all time for the venues as well.

National Portrait Gallery - DC, International Center of Photography, New York; Munchner Stadtmuseum, Munich; Centre National de la Photographie, Paris; Deichtorhallen, Hamburg; Casa de Vacas, Madrid, Museum of Art, Fort Lauderdale; Institute of Contemporary, Boston; Southeastern Center of Contemporary Art, Winston-Salem; Stedelijk Museum, Amsterdam; Galleria Carla Sozzani, Milan; Friends of Photography, San Francisco; Jacksonville Museum of Art, Jacksonville; Utah Museum of Fine Arts, Salt Lake City; High Museum of Atlanta, Atlanta; Joslyn Art Museum, Omaha; National Portrait Gallery, London; Scottish National Portrait Gallery, Edinburgh; Museum of Fine Arts, Houston; National Museum of Wales, Cardiff; Museum of Fine Arts, Montreal; Chicago Cultural Center, Chicago; Los Angeles County Museum of Art, Los Angeles Annie and I Installed the show in the following venues: Munchner Stadt museum, Munich; Centre National de la Photographie at the Palais de Tokyo, Paris; Deichtorhallen, Hamburg; Casa de Vacas, Madrid; Stedelijk Museum, Amsterdam; Galleria Carla Sozzani, Milan; Kunsthaus Vien, Vienna; National Portrait Gallery, London; National Portrait Gallery, Washington D.C.; International Center of Photography, New York City; High Museum of Art, Atlanta and the Institute of Contemporary Arts, Boston; National Gallery of Scotland, Edingburg; Los Angeles County Museum, Los Angeles; National Portrait Gallery, London.

Cultural Portfolio - Modern IDENTITY  

Cultural Portfolio featuring work from City Parks Foundation, Summerstage, iCI, and Annie Leibovitz