MOCA Branding

Brand Identity-Rebrand-Logo/Wordmark - Series


Ian McCartney (Leo Burnett)

Winner: Leo Burnett Chief Creative Officer: Judy John Creative Director: Lisa Greenberg, Steve Persico, Anthony Chelvanathan, Ryan Crouchman Copywriter: Steve Persico Art Director: Anthony Chelvanathan Design Director: Man Wai Wong Designer: Man Wai Wong, Jeff Watkins Illustrator: Hanna Tapang Developer: Karen Steinberg Agency Producer: Tania Gaudio Print Producer: Carly Price Account Director: Allison Litzinger, Allison Ballantyne Account Executive: Dorota Wierzbicki Account Supervisor: Milly Benko, Wendy Richardson

MOCA Toronto was moving into a 100+ year old factory space. Their new identity was derived from the building’s most iconic feature - columns that become thinner as they climb up the floors. The logo, type, collateral, product design and more were inspired by this. The design needed to be simple and neutral, so it wouldn’t distract from the art itself.