Murate Art District

The new identity begins with a new name, which is how MAD, short for Murate Art District, was born. It is a concise name that represents contemporary art and its unpredictability.

The logo, composed of a pattern of rotating squares, reinforces this progressive and constant change.

We selected a color palette of three vibrant colors that are close to the base tones of the RGB spectrum. These three bold colors represent change and fluidity, setting MAD’s communication apart from other entities in the area and adding dynamism while maintaining recognizability.

We then applied the graphic elements to all the necessary formats to complete MAD’s visual identity, and prepared various templates to support future events hosted or organized by the new brand.

The website design is aligned with the new graphic identity, with information organized in a clear and functional user experience (UX). Important details such as opening hours and relevant information are presented in an accessible manner. The primary color is automatically chosen by the system with each new website load, reinforcing the brand’s dynamism.

The CMS WordPress includes a page composer that offers extensive customization options within each page, enabling easy and independent maintenance over time.

We have created a digital archive capable of collecting all the website’s content, providing users with access to every video, artwork, gallery, or artist biography outside of their original context. The Archival Platform automatically organizes the information based on taxonomic criteria, allowing curators to enhance the data through specific tags and categories, resulting in well-curated search results.