The Lower East Side Tenement Museum in Manhattan preserves and interprets the history of immigration through the personal experiences of generations of newcomers who built their lives in the museum’s now restored tenement building.
This project is an unsolicited brand and identity redesign for the Tenement Museum.
Inspired by the multitude of cultures that all shared the same roof, I wanted the rebranding to emphasize communal closeness, stability, and diversity.
In addition to redesigning the museum’s identity, I proposed an initiative called Togetherment with the purpose of promoting community growth in the Lower East Side. Just as the tenement building supported the immigrants who settled in Manhattan during the 19th and 20th centuries, Togetherment aims to support the community by providing a service to promote and encourage social action.
People who live in the community can sign up on the Togetherment website to be placed into one of many groups. Once a group has at least 10 people, the Tenement Museum facilitates a meet and greet for that group’s members. After getting to know one another, members begin planning a community project to carry out as a group. To encourage participation, groups compete against each other to earn points by completing projects. Once enough points have been accumulated, groups can redeem them for free sponsored events and goodies.
