Since 1978, the Terra Foundation for American Art has been one of the world’s only philanthropies dedicated to the presentation of American art on a global stage.

In 2024, after adopting an expansive new mission to embrace more inclusive representations of American art, foundation leadership tapped Field of Practice to revitalize the legacy brand. We conducted rigorous research—facilitating staff and board workshops, as well as stakeholder interviews with grantees around the world—to build alignment and excitement around a distinctive brand position and strategy. Next, we designed a fresh, sophisticated and adaptable visual identity system, anchored by thoughtful color and typographic pairings alongside flexible graphic elements, to offer an energetic lens on American art. We developed detailed visual and verbal identity guidelines, including a robust messaging guide, to ensure all foundation team members across cultures and countries could confidently express and represent the brand. A year of hard, smart work culminated in a sparkling new website and brand re-launch, rolled out to community fanfare in Summer 2025.