Wally Krantz’s
Outside Order

Saint George’s Society of New York

Saint George’s Society of New York was founded in 1770 and continues to operate today. It is the oldest charity in the United States. Their mission is to enrich the quality of life for people in need through a support system within the British and Commonwealth community of New York.

With so many spirited ways that SGS connects with their community, it seemed natural to create a system that used illustration as a focus. Wally and Jemma developed a series of themes - from playful to proper - that were inspired by a range of British cultural references including Penguin Book covers, Monty Python, and Jamie Ried’s typography for the Sex Pistols.

Illustrator James Taylor took these themes and crafted a set of illustrations that lead every communication.





Refining the signature



Extending the system

Launch event for SGS members and friends
Saint George’s Society of New YorkCreative direction and design by Wally Krantz with Jemma Campbell at Landor.

Illustrations by James Taylor.
Brand refresh
Visual identity system
Illustration system
Creative direction with digital team
Design team training
Launch event
Brand guidelines
stgeorgessociety.org
Wally Krantz’s Outside Order is based in Brooklyn, New York.
Outside Order & Friends is an independent design studio specializing in brand identity systems. Contact wally@outsideorder.com



© 2021-2026 Outside Order Inc.
Header photography © 2026 Wally Krantz.
Rotina typeface by Erik Marinovich / NuForm.
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