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.
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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.