The brief was to spearhead a bold change in brand direction, moving
away from the rigid and more conservative approach previously
adopted, and to present the brand with new purpose and as a first
choice 21st century cultural destination.
Lines of conversation evolved from which we began to extrapolate so
as to create a new visual expression for MoAD. The result was a new
graphic language that reflected the lines of active conversation and
the dynamic nature of the organisation’s thinking and its willingness
to shed its past somewhat constrictive narrative.
Our biggest challenge by far was a consensus on just what the museum
is. Through a series of workshops, we actively challenged staff
and board members to fundamentally shift their perspective and recognise
MoAD as a transforming provider of experience at an amazing
We created a visual expression for the brand that features an
evolving conversation line grid and shapes, bold colour-ways, and
a branding system that moves and flexes to welcome new audiences
and to announce a new way of thinking.
The newly evolved brand is currently in the process of being applied.
External signage, brand communications, printed collateral and
corporate literature have all been produced.