As part of an extensive architectural transformation, the Musée d’art contemporain de Montréal (MAC) commissioned Rethink to redesign all the signage for its new, temporary location at Place Ville Marie, until its reopening at Place des Arts.

David Roger, creative director of design at Rethink, tells strategy that with little public awareness surrounding this move to Place Ville Marie among tourists and Montréalers alike, it was essential to communicate the change clearly. “Informing the public of the Museum’s relocation and ongoing transformation was the goal, but it had to be done in a bold way that reflects the MAC’s unique personality,” he says.

In the spirit of a comprehensive transformation, Rethink offered to refine the MAC’s visual identity by updating the logo and graphic grid, as well as crafting a custom typeface to match the avant-garde mission of the museum, which is the largest in Canada devoted exclusively to contemporary art.

This shift in graphic identity was put to the test across the campaign for the retrospective exhibition of Alanis Obomsawin – an Abenaki documentary filmmaker, activist and singer – entitled The Children Have to Hear Another Story (below), which is running until until Jan. 26 and is serving as the testing ground for the new graphic grid.

The campaign behind the Alanis Obomsawin exhibition takes many forms, including urban advertising and digital banners, and is also coupled with an active social media strategy. “Rethink’s creative work enabled the MAC to strengthen its contemporary edge in the public space, and to remind people that it remains as vibrant as ever, even during the renovations,” says Aline Pinxteren, director of marketing, communications and visitor experience at the MAC.

Rethink’s relationship with Musée d’art contemporain de Montréal began in 2024.

The new Musée d’art contemporain de Montréal is expected to reopen in its Place des Arts location in 2028 and Foundation du MAC says it has undertaken the most important fundraising campaign in its history to support the site transformation.