McMichael hoarding posters

McMichael Canadian Art Collection

Client:
McMichael Canada Art Collection
Agency:
Bruce Mau Design
Visit website
www.mcmichael.com

Founded in 1952 by Robert and Signe McMichael, the McMichael Canadian Art Collection is synonymous with icons like the Group of Seven, Emily Carr, and Tom Thomson. Beyond this legacy lies a vibrant, evolving institution—home to contemporary and Indigenous art, groundbreaking exhibitions, and new scholarship, but despite this breadth, public perception remains rooted in the past. With a major expansion underway, BMD was tasked with creating a bold new brand identity and website to reposition McMichael as a dynamic cultural space—one that challenges ideas about Canada, art, and society.

An orange art card that features the McMichael logo and the words
Branded bus shelter advertisement with the McMichael logo, an image by Rita Leistner, and the words
Branded billboard that features the McMichael logo, an image of a painting by the Group of Seven, and the words
Exterior entry of the McMichael Canadian Art Collection.
People gathered around large boards with sticky notes and research material.
Woman sits at a computer inside the McMichael museum.

We conducted interviews that included artists, curators and board members and facilitated a pop-up studio with staff to better understand the value that the McMichael brings. From this work, we articulated a central idea to clarify and reposition the brand — The McMichael as “an invitation to explore.” This core concept frames the McMichael as a welcoming and dynamic place, one that invites everyone in to explore the art, ideas, and diverse identities that shape Canada.

See it live

Visit website now
McMichael yellow branded activity guide with black pine cones
4 McMichael notebooks in green, red, yellow and blue
McMichael blue postcard with 4 paintings from old growth exhibition

“I feel so inspired; we’re about to be who we are”

Frances and Tim Price Executive Director and Chief Curator — Sarah Milroy

Orange babie onesie that has a pinecone and the words
Closeup of a branded clothing tag on top of a green sweater
Closeup of a tag on a rust coloured beanie that is embroidered with the McMichael monogram and words that say
Sankofa Square with digital billboards advertising McMichael Early Days. The sky is at sunset.