Reintroducing Mathaf: Arab Museum of Modern Art. As part of our ongoing partnership with Qatar Museums and longtime collaborators Morcos Key, we developed a new brand strategy, positioning, and visual identity for the museum, marking its fifteenth anniversary. The identity takes inspiration from the scaffolding-like curtain that has defined the museum’s facade since its opening. The design system builds its own kind of scaffolding as the dynamic logotype expands and contracts to form a modular framework which can house its breadth of activity, from a single exhibition to a season’s program.
