MCA
Making an intimidating brand feel accessible
Year:
2017
Capabilities:
FCBX.
456 Studios.
The Design Group.
Problem
Contemporary art left many Chicagoans scratching their heads. We needed to refresh MCA’s brand for the first time in 20 years.
Insight
People want to be pushed outside of their comfort zones.
Strategy
A visit to the MCA will not be a comfortable, relaxing one. It will be a visit that stretches you, challenges you, and makes you look at things differently.
Solution
We reframed people’s understanding of MCA Chicago by creating an intriguing two-way relationship with the brand, inviting people to look—again and again—with the Made You Look campaign. By combining lucrative visuals with a playful tagline, we reintroduced the museum in a way that was impossible to ignore.
The look and feel were completely redesigned, just like the building—with every piece of communication designed to grab the viewer’s attention and make them look again.
The look and feel were completely redesigned, just like the building—with every piece of communication designed to grab the viewer’s attention and make them look again.
7MM
Impressions
43%
Reach of Chicago's Population
243%
Increased Social Posts
923%
Increased Social Reach
34%
Increased Museum Admission
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network