“A once-in-a-generation collection of 20th-century masterpieces that personifies the lifelong connoisseurship of one of the greatest collectors in America.”

We were tasked with creating the visual identity for Leonard A. Lauder, Collector, a landmark single-owner auction presented during Sotheby’s inaugural sales at the Breuer building in November 2025. Drawn from the collection of renowned philanthropist and collector Leonard A. Lauder, the sale brought together exceptional works by Gustav Klimt, Henri Matisse, Edvard Munch, Vincent van Gogh, and Agnes Martin.

The campaign supported a historic white-glove auction, with all 24 lots sold and a total of $527.5 million realized—surpassing estimates and achieving the highest average lot value in Sotheby’s history. At its center was Gustav Klimt’s Portrait of Elisabeth Lederer, which sold for $236.4 million after a 20-minute bidding battle, becoming the most valuable work ever sold at Sotheby’s, the highest-priced Modern artwork ever sold at auction, and the second most expensive artwork ever sold at auction overall.

The identity system balanced the collection’s historical significance with the architectural character of the Breuer building, creating a refined visual language that carried across print, digital, environmental, and auction materials for one of the most consequential sales in Sotheby’s history.

Creative Direction: Christopher Brannan-Haggas
Design: Pete Fucigna
Art Direction: Pete Fucigna
Photography: Sarina Finkelstein
Video: Sotheby’s Video Team
Exhibition: Jeanette Diaz, Madelyn Albright, Sotheby’s Exhibition Team