There is nothing to grasp here.

MACBA had a lot of interesting things to say. Although when you are Barcelona’s Contemporary Art Museum “interesting” is an understatement.

The problem was that people were not listening those interest things. They couldn’t recognise who was talking.

We had to define a tone of voice, to create a communication code, and above all, never hide the message behind pretentious designs. Never.

The decision was that the work exhibited would be what was going to give the brand its tone of voice and its identity.

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