The biggest challenge involving this project was to create a corporate identity that communicates both with a traditional company, heavily introduced to the formal business environments and with curious civilians, who would be interested in taking the workshops offered by the Institution.

After deep target and market research, the concept chosen to lead this communication is "looking closer". When one looks closer at MSA, it is seen more than a serious and bureaucratic company: it is a wide range of offers for the people to explore their creativity. And when one looks closer at a digital media, it is seen a beautiful composition of pixels and vivid colours.
The concept created for MSA can navigate among formal business materials and creative pieces that catch the people interested in its workshops. While the posters and website have a more dynamic and contemporary aspect, the stationary and corporate magazine keep their serious tone. 
The official release of the new visual identity was done on the 25th anniversary of the Institution. The editorial of the corporate magazine Einblicke was fully reformulated, as well as printed in special materials. The magazine is distributed for the company's employees and shareholders.
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