MACBA is Barcelona’s contemporary art museum. In need to reach out to the city’s local audience and also to broaden its public base, the museum asked us to develop a brand positioning strategy and also a print communications system.

After intensive work with the internal team, we realised that constructing subjectivity for all is a path to freedom and empowerment and that that is the key reason for the museum to exist. A value structure was constructed around this central idea, which also included the differential values of education, mediation, transformation, situated knowledge and meaning.

The core value of subjectivity produced the need for a strong specificity of each graphic piece. In response to this, we produced a system of graphical languages for each of the museum’s areas of activity, which allowed for each area to develop its own identity variation within a general corporate language.

The main areas where Education, Museum Friends, the Performing Arts Program and the Family Program.