A new museum in need of a new identity
In Milan, a one-of-a-kind museum is born—the first to use science to defend human rights. Through the study of the past in various disciplines, it uncovers the truth behind stories and tragedies that deserve to be heard. But how do we engage people with these complex themes and make them meaningful to all?
How we did it
We have crafted an identity that anticipates the Museum experience, blending together the diverse disciplines of MUSA – archaeology, science, human rights, and criminology – into a unified logo.
The logo becomes a container of stories, and this identity presents MUSA from different perspectives, offering endless combinations.
MUSA's launch campaign
We launched the campaign with a video shared on social and digital channels, along with a billboard campaign in Milan's metro stations to promote MUSA’s new distinctive identity. This was followed by educational kits for schools and customized museum merchandise.
