Rethink Launches Musée d'art contemporain de Montréal Rebrand

As part of its extensive architectural transformation, the Musée d'art contemporain de Montréal (MAC) commissioned Rethink to redesign all the signage for its new, temporary location at Place Ville Marie, until its reopening at Place des Arts.

With little public awareness surrounding this move to Place Ville Marie among tourists and Montréalers alike, it was essential to communicate the change clearly. “Informing the public of the Museum's relocation and ongoing transformation was the goal, but it had to be done in a bold way that reflects the MAC's unique personality,” says David Roger, creative director of design at Rethink.

In the spirit of a comprehensive transformation, Rethink offered to refine the MAC's visual identity by updating the logo and graphic grid, as well as crafting a custom typeface to match the Museum's avant-garde mission. This shift in graphic identity was put to the test across the campaign for the retrospective exhibition of Alanis Obomsawin: The Children Have to Hear Another Story, which served as the testing ground for the new graphic grid.

“Rethink's creative work enabled the MAC to strengthen its contemporary edge in the public space, and to remind people that it remains as vibrant as ever, even during the renovations,” points out Aline Pinxteren, director of marketing, communications and visitor experience at the Musée d'art contemporain de Montréal.

The campaign behind the Alanis Obomsawin exhibition takes many forms, including urban advertising and digital banners, and is also coupled with an active social media strategy.