Branding and collateral design for Toronto's Museum of Contemporary Art. Every design decision was inspired by the unique factory building that will soon become the Museum's new home in Toronto's west end. The increasing weight of the typography withinin the wordmark reflects the increasing thickness of the signature mushroom columns as you descend floors. Newsprint, raw binding board and spray paint are just some of the materials used for the Museum's early collateral, conveying the industrial heritage of the building, which was once an aluminum factory. More collateral to come spring 2018. Designed at Leo Burnett Toronto.