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MOCA Branding

DescriptionLeo Burnett Design
Chief Creative Officer: Judy John
Creative Director: Lisa Greenberg
Group Creative Director: Ryan Crouchman
Designers: Ryan Crouchman, Jeff Watkins, Man Wai Wong, Dejan Djuric, Marcelo Hong

MOCA
Visual Identity Design

The primary brand elements created for MOCA were inspired by the factory building that is the museum's new home. The distinct varying weight of the logo typography mimics the descending thickness of the mushroom pillars that transition from thin on the top floor down to extremely thick on the ground floor. The colour palette was inspired by the factory green that was abundant throughout the building.