This proposed rebrand of the Contemporary Museum of Art, Chicago was created as a way to help express the importance of art as a segue into another perspective. Creating a flexible identity that this system could work within was the greatest challenge to overcome. The rebrand required the use of multiple personas and exploratory image making to inspire an in-depth brand identity that touches the hearts of more than one demographic. This democratic view of the rebrand fueled the development of a flexible system that makes contemporary art accessible and inviting to all people, not just those who are inclined to visit on a regular basis.
The Museum of Contemporary Art's building was designed by the German architect, Josef Paul Kleihue. Josef's poetic use of the windows on this building provide a portal into another world—ultimately inviting patrons into the museum to explore ideas, listen to stories, and learn to be human. I gathered inspiration from the grid that the windows sit upon to create a flexible branding system that encourages visitors to travel to another world. The energetic nature of this identity communicates the joy that art brings to life. The colors were chosen as agents of excitement to persuade patrons to recognize art as not only a cultural institution, but also something that enriches life itself. The energetic flexibility that each square holds brings forth the idea of enrichment through an expanded perspective, which is the aim of contemporary art museums and other cultural institutions, across the world.