MAC Identity Design and Brand Strategy
Founded in 1916, the Northwest Museum of Arts and Culture serves more than 100,000 visitors a year. The museum resides in the historic Browne’s Addition neighborhood of Spokane, Washington. They are one of Washington State’s five Smithsonian affiliates and are accredited by the Alliance of American Museums. Commonly referred to as the “MAC,” the museum preserves and cultivates the heritage of the Inland Northwest people through collections, exhibitions, and programs that bring their stories to life.
Blank Space worked closely with the Museum to create a new brand strategy and visual identity design. This included writing taglines and a comprehensive brand style guide for MAC and its six sub-brands. The discovery process included a communications audit and market environment report. Blank Space facilitated a branding worksession with project stakeholders. We gathered community input via surveys and interviews. Deep learning about the MAC informed the naming strategy, brand architecture, and the identity design system.
