The Mount, Edith Wharton’s historic home and estate in the Berkshires, engaged Minelli at a pivotal moment in its 120-year history. Having emerged from the brink of foreclosure to become a vibrant cultural destination, the organization needed a brand that reflected not only its remarkable past but its ambitious future.
The existing identity and messaging did not capture the depth of its current programming nor the breadth of its vision. Their tagline, Edith Wharton’s Home, defined the organization too narrowly, emphasizing the historic property rather than its evolving cultural role. Following extensive research and collaboration with key stakeholders, we proposed a bold repositioning: transforming The Mount into the Edith Wharton Cultural Center. Inspired by Edith Wharton’s life and work, the organization would serve as a dynamic place where history, literature, art, and nature come together to spark ideas, creativity, connection, and cultural exchange.
Working closely with the board and senior leadership, we developed the brand strategy, mission, vision, values, and positioning that would guide this transformation.
These ideas were expressed through a distinctive visual identity and messaging platform. The logotype balances timeless elegance with a subtle twist—the unique “UN” ligature suggests that The Mount offers something unexpected beyond its historic legacy. The color palette and imagery draw inspiration from the estate’s natural beauty, while the messaging celebrates the transformative power of both place and programming.
