// MA PROJECT | Branding – Wayfinding

Macro

Rebranding for the Museum of Contemporary Arts of Rome

[ BRIEFING & STORY ]

Macro’s rebranding draws directly from the brand name's etymology, centering on the concept of magnification. In the context of contemporary art, this allows the viewer to perceive close-up details and depth within a cohesive environment.

Embracing a dynamic branding approach, the visual system is strictly typographic. The structural foundation of the identity is a uniform 200% scaling of the counters in the GT Flexa font. This breakdown yields 1050 shapes, curated down to the best 400.

Combining these elements unlocks infinite interlocking formal possibilities. For typographical headings, the system leverages variable font technology, shifting either single glyphs or specific letter pairs.

// Once the foundational pillars of the identity were established, the focus shifted to layout relationships: integrating shapes, typography, and imagery across standard brand guidelines formats—portrait, landscape, and square. The full Design System is regulated by a proportional ratio built around fifths of the headline's font size. This positions the headline as the structural anchor of the system, mathematically defining text hierarchy and placement within any layout size. The shapes, naturally explosive, are implemented with greater freedom, intentionally disrupting the system's rigidity.