As part of its major architectural transformation, the Montreal Museum of Contemporary Art (MAC) told the agency Rethink the mandate to review all signage linked to its temporary relocation to Place Ville Marie, planned until the reopening of the MAC at Place des Arts.
As this move to Place Ville Marie was not yet sufficiently known to tourists and Montrealers, it was essential to clearly communicate the change. “Informing the public about the Museum’s relocation and its ongoing transformation was the goal, but it had to be done in a bold way that reflected the unique personality of the MAC,” says David Rogercreative design director at Rethink.
In the spirit of holistic transformation, Rethink proposed refining the MAC’s visual identity by updating the logo as well as the graphic grid, and creating a tailor-made typeface that matches the Museum’s avant-garde mission. This identity evolution was tested in full scale through the retrospective exhibition campaign Alanis Obomsawin: the children must hear another story, which served as a testing ground for the new graphic grid developed.
“The creative work of Rethink allowed the MAC to reinforce its contemporaneity in public space and to remind us that it is still as alive even during its renovations,” underlines Aline Pinxterendirector of marketing, communications and visitor experience at the Montreal Museum of Contemporary Art.
The campaign surrounding the exhibition dedicated to Alanis Obomsawin is available in several formats, including urban posters and digital banners, in addition to being accompanied by an active strategy on social networks.
Credits:
Client: Montreal Museum of Contemporary Art – Aline Pinxteren
Agence : Rethink
Executive creative direction: Xavier Blais
Creative design direction: David Roger
Lead design: Margot Brejon de Lavergnée
Design: Benjamin L’écuyer, Danick Gemme
Copywriting: Julie Day-Lebel
Strategy: Amy Delafontaine
Consulting service: Rosalie Lemelin, Geneviève RiouxTypography: Alexandre Saumier Demers
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