Challenge:
MOCA GA embarked on its journey in 2000 with very humble beginnings. The museum faced the challenge of establishing a clear and distinctive brand identity, resulting in struggles with attendance, contributions, and the growth of its permanent collection.

The brief was to rebrand the museum and design a provocative digital experience around the museum’s collection to create equity for the brand and relevance with its audience.

Logo before and after

SoWhat process

Solution:
Picasso once famously said, Art should be dangerous. Drawing inspiration from this statement, the team created a strategy, a logo, brand system and website that boldly approached the cutting edge — meeting their target audience where they are.

An invitation to MOCA GA’s annual spring gala.

The solution not only fulfilled the aesthetic requirements outlined in the brief but also delivered a highly adaptable platform to ensure ongoing relevance. Since the site’s launch, MOCA GA has seen remarkable growth, increasing its art collection from 250 to over 1,300 pieces. This expansion continues with an annual increase of 50 to 100 artworks, generously donated to the permanent collection.

Customized typeface

Bulding the flexibility device into the logo