It’s hideous. I love it.
Brand Identity-Logo Applications-Complete - Series
Winner: Cossette Client: Fondation du Musée d’art contemporain de Montréal VP Design & Branding: Barbara Jacques Art Director: Anne-Marie Clermont, Lionel Michee Graphic Designer: Vanille Windenberger Copywriter: Alex Lachapelle Account Executive: Lorraine Grouvel, Olivia St-Jacques Lead Strategic Planner: Melissa Hebert Content Creator: Sarah Dimmock Photographer: Bobby Léon Producer: Émilie Meunier, Dominique Dufour Chief Creative Officer: Peter Ignazi, Carlos Moreno
Museum fundraising often targets professionals, making art more about networking than passion. The goal: Set the Cercle du MAC apart and position it as a community. The insight: Fostering a relationship with art inspires reactions. In maximalist mode, we created circles in many formats. Giant ones appeared in wild postings over images of areas open only to members, who were invited to put circles around town. By embracing art’s wild side, we spoke their language, giving them a taste of the perks.