With a collection of nearly 10,000 works spanning continents, cultures, and centuries—from Raphael and Picasso to self-taught Brazilian artists like Maria Auxiliadora and Agostinho Batista de Freitas—MASP brings together the icons you know and the voices you should. More than preserving history, the museum is redefining it: expanding the narrative, challenging conventions, and making space for a broader, more inclusive vision of art. In 2024, MASP was the second most searched art institution on Google, underscoring their significance in the global art world.
But the museum had more growth on the horizon. With a historic expansion (the new Pietro Maria Bardi building) set to open in 2025, MASP needed an identity that could grow with them. Our solution is a design system that honors MASP’s legacy while looking firmly toward the future. The identity bridges the museum’s physical and digital experiences into one unified story, reinforcing the institution as a symbol of São Paulo — a brand that makespaulistanosproud to call MASP their own.
While the core UI wasn’t our main focus, we made light, thoughtful adaptations to ensure the branding carried through. Primary colors, key elements, and branded logic were subtly infused into the interface — so that product and brand felt like one.
With a collection of nearly 10,000 works spanning continents, cultures, and centuries—from Raphael and Picasso to self-taught Brazilian artists like Maria Auxiliadora and Agostinho Batista de Freitas—MASP brings together the icons you know and the voices you should. More than preserving history, the museum is redefining it: expanding the narrative, challenging conventions, and making space for a broader, more inclusive vision of art. In 2024, MASP was the second most searched art institution on Google, underscoring their significance in the global art world.But the museum had more growth on the horizon. With a historic expansion (the new Pietro Maria Bardi building) set to open in 2025, MASP needed an identity that could grow with them. Our solution is a design system that honors MASP’s legacy while looking firmly toward the future. The identity bridges the museum’s physical and digital experiences into one unified story, reinforcing the institution as a symbol of São Paulo — a brand that makespaulistanosproud to call MASP their own.
