Canadian Museums Association

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Logo, Design, Concept Development, Ideation

Agency & Creative Direction: Edelman Canada

A message calling me a genius right after I sent my concept sketches was left on my voicemail. Just to let you know everyone internally is very excited by what you’ve done.
— Mike Shackle, Creative Director

The Canadian Museums Association represents government funded organizations, with a specialized audience of museum professionals dedicated to preserving and presenting Canada’s cultural heritage nationwide and abroad. My task was to develop visual concepts and rationale to modernize their aged, monolithic brand to be more approachable, inclusive and relevant to its stakeholders. The goal was to communicate the varied connections that CMA fosters through their partnerships, while remaining broad and politically sound as a federal, bilingual and non-public facing organization. Edelman completed the brand materials following my final contributions of digital design development and typography.