THE CHALLENGE

São Paulo Museum of Modern Art was founded in 1948 with the purpose of showing the world's artistic production plurality, as well as the contemporary society interests. Over time, the distance between the general public and modern and contemporary artistic manifestations, as well as art exhibition places, was seen. The challenge begins with the aim of reconnecting the museum to the new diverse audiences in Sao Paulo, showing the impact of the projects and programs that MAM São Paulo can offer.

THE SOLUTION

We started this pro-bono project with an understanding of MAM São Paulo's purpose and mission, so we could create a solution that would show the new contemporary essence capable of captivating the city's public. After this structuring, we developed the brand's repositioning, which refined and revealed the true culture that the museum sought to state.

THE RESULT

MAM São Paulo successfully pursues its mission to collect, study, encourage and disseminate Brazilian modern and contemporary art, making it accessible to as many people as possible, in order to expand its purpose.