A living brand for a vibrant international arts centre

The MAC is a new departure for Belfast. It is there to serve an undernourished constituency of lovers of art, theatre and contemporary culture. Its brand had to reflect the ambition and excellence of the MAC's vision and specifically embrace opportunities afforded by digital communications. We talked to everyone involved from architects to audience. A new font was commissioned and a brand created that led with an edge. It's imprint and impact is unmistakable and its ability to work within a wide range of contexts obvious. It is a brand for a new audience, tech savvy, streetwise, cultured and knowledgeable.