MAC Montreal: Brand Identity

Jul 2021

The brand identity project for MAC Montreal translates institutional messaging into the museum's urban environment through large-scale environmental design. Designed by Caserne, the work utilizes a bold, typographic-driven language that balances bright, geometric color fields with the raw, brutalist concrete textures of the museum's exterior facade. Documented by photographer Thanh Pham, the project highlights the interplay between graphic communication and architecture. Using clean lines and a documentary approach, the imagery captures the installation of signage and exhibition banners, emphasizing the scale of the work against the building's geometry under natural light and golden hour conditions. The execution leans into an editorial aesthetic, blending analogue film techniques with architectural clarity.

Clean

Natural light

Residential Building

Advertising Campaign