The New York Community Trust
Brand Strategy: James Wu for Hyperakt
Verbal Branding: James Wu for Hyperakt
Brand Architecture: Hyperakt
Visual Identity: Hyperakt
Studio Tomo’s Founder and Managing Director, James Wu, was approached by Hyperakt to lead strategy for the rebranding of one of the country’s largest and oldest community foundations, The New York Community Trust. With a new President at the helm, “The Trust,” was looking to develop a brand that was as dynamic and vibrant as the people and communities that made up the Greater New York region, inspired everyday people and philanthropists to think about their legacy and the lasting impact they wanted to have, and unified the foundation’s NYC, Westchester, and Long Island offices.
The team landed on the core brand idea—“For New York. Forever.”—communicating the unique role The Trust has played for nearly 100 years: Through New York’s greatest triumphs and challenges, The Trust has been there, and will continue to be there; a through-line from past to future, and a beating heart for a beloved region forever.
In addition, we refreshed their mission, vision, and values, inspiring a new logo and visual identity to serve as a visual reminder that The Trust is here to respond and adapt to the conditions and context of the day, and has existed and will continue to exist to shape a better future for New Yorkers.
Check out Hyperakt’s full case study to learn more.
“James Wu is a talent. I worked with him in his capacity as a writer at Hyperakt where he helped shape the brand identity of The New York Community Trust, a $3B community foundation. I stewarded the development and launch of The Trust's new brand and James crafted language to describe the organization, its purpose, and service for a new generation. He is a gifted writer and strategist who quickly understood a complicated enterprise. He has great interpersonal skills, a deep well of creativity, and an abiding sense of ethics that make him a good choice for any nonprofit seeking brand development.”
— Kerry McCarthy, Former VP of Philanthropic Initiatives