THE TALLICHET FREEDMAN FOUNDATION

BRANDING DEVELOPMENT / WEB-SOCIAL-GRAPHIC DESIGN - 2023 - On going

This project is an ongoing collaboration with some of the most talented people I know. It is also the evolution of my (and our) relationship with Jude Tallichet and Matt Freedman—one that began for me in 2011 and, for my partner Sabrina, dates back to the early 2000s when Jude was her teacher at art school in Philadelphia. I mention this history because this is not an ordinary design project—it has been quietly developing for years. Sabrina and I are both honored to serve as board members of the foundation.

The Tallichet Freedman Foundation (TTFF) is a non-profit organization providing microgrants to visual artists across diverse creative fields. It celebrates a multiplicity of voices, generations, and approaches to the creative act.

To truly appreciate this project, it’s essential to understand its roots. In 2010, we were fortunate to start living at The Gogue. This space, where TTFF is now housed, carries a rich history. Originally a German orthodox catholic church, it later became a Jewish synagogue before evolving into one of the most vibrant art-making studios in the neighborhood. The building’s original features have been thoughtfully preserved, creating an extraordinary environment where traces of its religious past coexist with decades of artistic energy.

Over the years, The Gogue has been home to numerous creative practices, including the studios of Matt and Jude. Their art-making—a multi-decade endeavor—fills the space, making it a surreal and inspiring place to walk through. Jude continues her unstoppable practice, while Matt’s large body of work, left behind after his passing in 2020, is now an integral part of the foundation’s legacy. Their practices remain a profound source of inspiration and a standard for what it means to choose art as a lifelong profession.

For me, the design and branding of TTFF is a personal contribution to this extraordinary legacy. My deep, personal connection to Matt, Jude, and The Gogue has allowed me to approach this work with unique intimacy and understanding. From organizing and cataloging, to designing and creating, this project has been deeply physical and personal—a labor of love.

Key moments have shaped TTFF’s branding journey. The first was the participation in the Spring/Break Art Fair, where a significant body of Matt’s work was shown. During this process, I scanned many of his handwritten texts, which inspired the creation of a custom typeface now central to TTFF’s visual identity. Another pivotal moment was the digitization of Matt’s journals, revealing an abundance of line drawings that have since become essential elements of the foundation’s branding. Lastly, designing a legacy book—featuring contributions from Matt’s closest friends—was an opportunity to understand his impact from multiple perspectives and translate that graphically into the foundation’s identity.

TTFF is not only a privilege to be part of but also an opportunity to help shape and document a living legacy for Jude, her devotion to the arts, and the vibrant community that surrounds it. It reflects the vision and generosity of two incredible artists whose work has inspired generations.

As for me, my superpowers lie in design, photography, print, visual storytelling, and social media. Over the years, I’ve become the unofficial documentarian of all things Gogue. Many of these images, artifacts, and stories will emerge in due time. As we often say when beginning something new: “The Gogue will provide.”

To be continued… We’ve just announced our first round of grantees for the 2024 inaugural cycle. Even as you finish reading this, I’m already documenting what’s unfolding.

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