The Andrew Freedman Home is a century-old landmark on the Grand Concourse that has evolved from its original residential purpose into a multidisciplinary cultural institution serving the Bronx. As AFH expanded its work across contemporary art, education, technology, entrepreneurship, and community programming, Ingrid was brought in to create an identity capable of reflecting both its history and its evolving role as a cultural hub. Today, the organization describes its mission around reconnecting and revitalizing communities of color through art, technology, and entrepreneurship.

Ingrid developed a new visual identity and scalable brand system spanning logo architecture, typography, color, digital communications, social media, exhibition graphics, printed matter, partnership lockups, and web direction. The system was designed not as a fixed institutional identity, but as a flexible framework that could move between artist-led programming, public events, fellowships, community initiatives, and organizational communications while maintaining a recognizable AFH voice. The guidelines established rules for logo composition, scale and placement, typographic hierarchy, color relationships, sponsor integration, and recurring content formats.

The design balances institutional clarity with the energy of the communities AFH represents. The typographic identity uses Diatype by Dinamo, whose precise but warm grotesque forms give the institution a contemporary voice without losing approachability. A vibrant palette was developed to reflect the cultural multiplicity of the Bronx and its diasporic communities, while layouts remain deliberately restrained so that artists and their work remain the primary visual protagonists. This principle extends into the exhibition environment, where typography, wall text, wayfinding, and printed matter operate as quiet frameworks around the artwork rather than competing with it.

The identity moved quickly from system to application, shaping exhibitions including Hora Caribe and Personal Geographies across environmental graphics, exhibition handouts, digital campaigns, and social communications. Personal Geographies, for example, brought together eleven Latinx artists working across painting, sculpture, installation, social practice, and botany, while Hora Caribe presented Puerto Rican artist Yiyo Tirado and Dominican artist Charlie Quezada as part of AFH's 2024 fellowship programming. The broader system now provides AFH with a flexible foundation for communicating an increasingly diverse program of exhibitions, film, artist residencies, partnerships, education, and community events.

Brand Strategy, Art Direction & Design: Ingrid Bonetti Veloz
Creative Direction: Dulcina Abreu
Andrew Freedman Home: Walter Puryear / Mid-Bronx Senior Citizens Council
Typeface: Diatype, Dinamo Type Foundry

Hora Caribe Photos: Roberto "Yiyo" Tirado

Personal Geographies Photos: Luis Corzo