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A New Identity and a New Era for a Beloved Museum.

  • Strategy

    Brand Strategy, Project Strategy, Creative Direction

  • Design

    Exhibit Design, Environmental Design

  • Client

    Museum of Contemporary Art San Diego

Open Project

Developing a brand identity that could grow as MCASD expanded into multiple locations.

Our team partnered with pioneering firm 2×4 to design the new brand for a newly renovated and expanded MCASD. 2×4 designed the symbol. Our team gave it life, expanding the brand to signage, and applied graphics from catalogues, to invitations, books, posters, mercandise, across all of the museums properties physical, print and digital. We helped envision a new museum property in the heart of Downtown San Diego at the old Santa Fe Railroad station, and worked with artists with site-specific works including Jenny Holtzer, Barbara Kruger, Robert Irwin and Raymond Pettibone so that the museum brand and the artists work didn’t compete for attention, but worked seamlessly with each other.

foresight is 20/20

Ready to rewrite your future? Lets talk.

We don’t look at just one aspect of a brand. We consider the whole experience. How a brand looks, speaks, behaves, feels, and dreams.


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