MAD was created by the city of Brussels in 2010 to promote local designers and stylists, aiming to increase their national and international exposure. Additionally, the MAD helps designers and stylists to set up economic activities and/or establish relations with individuals who are interested in their competencies. Their location also houses a large space dedicated to public activities, where multiple events are organised every year, such as exhibitions, fashion shows, artistic performances etc.
We have built a long term relationship with the MAD and we have taken ownership of the entirety of their design and printing work. This includes the entirety of their communication tools, such as their print campaigns (booklets, brochures, flyers etc.), outdoor campaigns (digital screens, posters, stickers), digital campaigns (banners, newsletters etc.), as well as the signage for their events (both international events and in their own gallery). The objective is to keep a coherent design across all of their communication tools, so that MAD brand itself and its events are easily recognisable by their audiences. The brand itself was created by Coast, our challenge lied in developing a design that remains uniform, whilst also providing enough flexibility for each event to be visually distinguishable.