New Brand Positioning for Museum of Contemporary Art Chicago
The magnificent MCA Chicago often finds itself relegated to ‘Chicago’s best kept secret’, but what with the David Bowie exhibition and the launch of their new brand, that has all changed.

The Solution

After a lengthly brand process, the ‘now-ness’ of MCA Chicago came out as a unifying goal. Both figuratively and literally MCA reflects the most recent contemporary art in the world today. If it’s not now, it’s not at the MCA.

The Results

Through brand, all departments at the MCA have re-aligned their activities, behaviors and priorities accordingly. The new platform is proving effective in defining an overall strategic plan for MCA, as a sustainable art museum of the future.

Designed by MCA’s in-house design team

HOME           NEXT︎