Legacy Foundation

Branding, Experiential

The Aspen Ideas Festival gave our team a unique opportunity to strategize, concept and produce an immersive experience targeting intellectual tourists.

Introducing the Legacy Gallery

Our client Legacy is the nation’s largest tobacco control non-profit, and in 2013 they were a sponsor of the Aspen Ideas Festival. To help them re-frame the issue of tobacco to Festival attendees, we curated a collection of advocacy artwork that included collaborative commissions with conceptual photographer Adam Voorhes, internationally renowned artist Chris Jordan, as well as selections from documentarian Brenda Ann Kenneally’s long-running photo project “Upstate Girls.”

Legacy Gallery branding and signage.

The Legacy Gallery and oxygen bar.

Toxic Forest

This digital work by Chris Jordan depicts 139,000 cigarette butts—an amount equal to the number of cigarettes that are smoked and discarded every 15 seconds in the U.S. In addition to Aspen, this piece was also featured at SXSW Eco.

“There is something so magnificent about these trees. Walk up to that portrait and discover the trick of the hand: the bark, the branches are crafted from thousands of cigarette butts. Such a powerful and stark image: it shatters that sense of peace and tranquility and darkly gives life to the reality of cigarettes.”

– Kitty Boone, The Aspen Institute, Public Programs Director & Vice President

Tobacco Thrives on Poverty

Photo documentarian Brenda Ann Kenneally has spent close to a decade documenting the lives of people living below the poverty line in Upstate New York. Her work organically captures a tragically high incidence of smoking. We developed a motion design piece to accompany her photos that provided viewers with the backstory of all the photo subjects.

  • Branding for Legacy Aspen Ideas Festival and Photo of Room Entrance
  • Photo of the Legacy Gallery at the Aspen Ideas Festival
  • Detail of Chris Jordan's Artwork: Toxic Waste

Photos by Brenda Ann Kenneally exhibited in the Legacy gallery.

Tobacco Transformed

Conceptual photographer Adam Voorhes created this striking photograph to present new forms of nicotine delivery alongside their most visually relevant cohorts, candy. Today this piece hangs in Legacy headquarters in Washington, D.C.

Close-up view of Adam Voorhes’ piece.

We laid out the Gallery to shape-shift into a live venue that hosted Legacy’s Ripple Effect Speakers Series. Our team documented the speakers including Arianna Huffington, Kurt Anderson and Dr. Richard Besser, and made quick-turn video clips to post online, driving additional traffic to Legacy’s home page and to the Legacy Gallery during the event timeframe.

  • Branding for Legacy Aspen Ideas Festival and Photo of Room Entrance
  • Photo of the Legacy Gallery at the Aspen Ideas Festival
  • Detail of Chris Jordan's Artwork: Toxic Waste

We also designed a system of collateral, way-finding and premiums that worked in concert to drive traffic to the Legacy Gallery while reinforcing the core Legacy brand.

Press

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