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. When approaching the campaigns for the different exhibitions this need was very relevant. It was very important to respect the spirit of each show separately from the next. It was also key to convey as much as possible the experience the viewer might get when visiting each exhibition. With the sole -but strong- link of the typography and logo disposition, each exhibition campaign developed its own identity.

Finally, a strong text attention was given to the object quality of the invitations for exhibition openings, as a way of showing value from the institution towards the shows, and also relevance towards the printed medium.