ClientMontreal Museum of Fine Arts
ProjectKey promotional visuals, key membership visuals, newsletter design and development
RoleIdeation, Art Direction, Design, HTML development
The Montreal Museum of Fine Arts, a true cultural jewel in Quebec, needs little introduction. For more than 160 years, people of all ages and backgrounds have been visiting the museum to discover a new passion or to keep their passion for the visual arts alive.
The mandateWe were thrilled to have been mandated by the Museum to promote its permanent collection and further broaden the MMFA experience. Developing a campaign from such an inspiring playground was a true creative endeavour. We came up with a visual concept that was both eye-catching and versatile, and which was the basis for several other campaigns.
There is so much to love at the Museum and everyone can find an art style to connect with. L’amour des beaux-arts (The Love of Fine Arts) is a concept that evokes the notion that art is within everyone's reach; that there is bound to be one art piece that will thrill us among its vast collection. A concept on which we could easily build and which would be used for projects to come.
What better way to bring our permanent collection to life than to highlight it on social networks. An exciting campaign was designed, along with a contest to win a VIP membership that allows the winner to visit the Museum at any time.
Membership is the backbone of any museum's good health. The concept of L’amour des beaux-arts (The Love of Fine Arts) lent itself perfectly to the acquisition campaign that preceded the holiday season, by proposing an original gift idea. In a clean and unpretentious style, a sense of belonging and accessibility was put forward with the catchphrase Welcome home
.
To complete the picture, a template was created for the museum's newsletter, intended as a way to immerse members in the artistic universe of their next visit. As part of the Thierry Mugler exhibition, we even had the pleasure of creating the newsletter from scratch to invite VIP members to the prestigious event.
Thomas Lawrence (1769-1830), Portrait of Miss Harriet Maria Day (detail), 1789. MMFA, Mrs. Charles Meredith Bequest. Photo MMFA, Brian Merrett
Hans Memling (?) (1433-1494), Portrait of a Man (detail), about 1480 or later. MMFA, purchase, Horsley and Annie Townsend Bequest and William Gilman Cheney Bequest. Photo MMFA, Denis Farley
Théophile Hamel (1817-1870), Madame Charles-Hilaire Têtu, née Elizabeth O’Brien, and Her Son Eugène (detail), 1841. MMFA, anonymous gift. Photo MMFA
François de Troy (1645-1730), Presumed Portrait of Madame de Franqueville and Her Children (detail), 1712. MMFA, gift of Mr. and Mrs. Michal Hornstein. Photo MMFA
Jean-Baptiste Roy-Audy (1778 – before 1848), Laurent-Thomas-Brock Boucher (detail), about 1833. MMFA, purchase, the Museum Campaign 1988-1993 Fund. Photo MMFA, Jean-François Brière
MEXICO, CENTRAL VERACRUZ, Late Classic Period (600-900 A.D.), Classic Veracruz, Remojadas style, Smiling Face Figure (detail). MMFA, gift of Leo and Andrée Rosshandler. Photo MMFA, Christine Guest
Danful Yang, fauteuil Fake, 2007. MBAM, achat, fonds de la Campagne du Musée 1988-1993 |
Lilias Torrance Newton, Lady in Black (Mrs. Albert Henry Steward Gillson, née Olive May McChleary) (detail), about 1936. MMFA, purchase, William Gilman Cheney Bequest. © National Gallery of Canada, Ottawa
Hans Memling (1433-1493), Portrait of a Man (detail), about 1480 or later. MMFA, purchase, Horsley and Annie Townsend Bequest and William Gilman Cheney Bequest
Piero Fornasetti, plates, about 1950-1960. MMFA, Liliane and David M. Stewart Collection
Rembrandt Harmensz. van Rijn, Portrait of a Young Woman (Magdalena van Loo?) (detail), about 1668. MMFA, Mrs. R. MacD. Paterson Bequest
Domenikos Theotokopoulos, called El Greco, Portrait of a Man of the House of Leiva (detail), about 1580-1585. MMFA, Adaline Van Horne Bequest
Thomas Lawrence, Portrait of Miss Harriet Maria Day (detail), 1789. MMFA, Mrs. Charles Meredith Bequest
Jean-Baptiste Roy-Audy, Laurent-Thomas-Brock Boucher (detail), about 1833. MMFA, purchase, the Museum Campaign 1988-1993 Fund
Roman Empire, reign of Severus Alexander (222-235) ITALY, ROME, portrait of the Emperor Severus Alexander as a youth (detail). MMFA, purchase, Horsley and Annie Townsend Bequest | Photos MMFA
Jean-Baptiste Greuze, Portrait of Madame Mercier (detail), about 1780. MMFA, purchase, gift of the National Museums of Canada
Jacopo Comin, called Tintoretto, Portrait of a Member of the Foscari Family (detail), about 1555-1560. MMFA, purchase, John W. Tempest Fund | Photos MMFA
Lilias Torrance Newton, Lady in Black, (Mrs. Albert Henry Steward Gillson, née Olive May McChleary) (detail), about 1936. MMFA, purchase, William Gilman Cheney Bequest. © National Gallery of Canada, Ottawa | Hans Memling (1433-1493), Portrait of a Man (detail), about 1480 or later. MMFA, purchase, Horsley and Annie Townsend Bequest and William Gilman Cheney Bequest | Photos MMFA
From left to right: Danful Yang, Fake armchair (detail), 2007. MMFA, purchase, the Museum Campaign 1988-1993 Fund | Tejo Remy, You Can't Lay Down Your Memories chest of drawers (detail), 1991. MMFA, Liliane and David M. Stewart Collection | Lilias Torrance Newton, Lady in Black (Mrs. Albert Henry Steward Gillson, née Olive May McChleary) (detail), about 1936. MMFA, purchase, William Gilman Cheney Bequest. © National Gallery of Canada, Ottawa | Hans Memling (1433-1493), Portrait of a Man (detail), about 1480 or later. MMFA, purchase, Horsley and Annie Townsend Bequest and William Gilman Cheney Bequest | Piero Fornasetti, plates, about 1950-1960. MMFA, Liliane and David M. Stewart Collection | Philippe Starck, Hot Bertaa kettle (detail), 1987. MMFA, Liliane and David M. Stewart Collection | Edo period (1615-1868) JAPAN, HIZEN PROVINCE, SAGA PREFECTURE, Arita ware, Imari-style vase (detail), early 18th c. MMFA, purchase, gift of William F. Angus | Rembrandt Harmensz. van Rijn, Portrait of a Young Woman (Magdalena van Loo?) (detail), about 1668. MMFA, Mrs. R. MacD. Paterson Bequest | Domenikos Theotokopoulos, called El Greco, Portrait of a Man of the House of Leiva (detail), about 1580-1585. MMFA, Adaline Van Horne Bequest | Thomas Lawrence, Portrait of Miss Harriet Maria Day (detail), 1789. MMFA, Mrs. Charles Meredith Bequest | Jean-Baptiste Roy-Audy, Laurent-Thomas-Brock Boucher (detail), about 1833. MMFA, purchase, the Museum Campaign 1988- 1993 Fund | Photos MMFA
From left to right: Ludger Larose, Flower Composition with Figure, Logan Greenhouse, 1899. MMFA, purchase, Marcel Boisvert Bequest and Horsley and Annie Townsend Bequest | Edo period (1615-1868) JAPAN, HIZEN PROVINCE, SAGA PREFECTURE, Arita ware, Imari-style vase (detail), early 18th c. MMFA, purchase, gift of William F. Angus | Roman Empire, reign of Severus Alexander (222-235) ITALY, ROME, portrait of the Emperor Severus Alexander as a youth (detail). MMFA, purchase, Horsley and Annie Townsend Bequest.| Lilias Torrance Newton, Lady in Black (Mrs. Albert Henry Steward Gillson, née Olive May McChleary) (detail), about 1936. MMFA, purchase, William Gilman Cheney Bequest. © National Gallery of Canada, Ottawa | Photos MMFA