MALI. A museum of everybody and for everybody.

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In 2010, the Art Museum of Lima was ready to be reopened after a remodeling aimed at making it more accessible and modern. In this context, we renewed its strategy & refreshed its corporate identity and created a system of applications. With this we were able to achieve a newer and fresher MALI, capable of getting closer to the masses, especially the younger audiences.

Under the brand concept "Add to your life", we defined a new personality "young, outgoing, open minded, committed and educated". Also, the name evolved into "MALI", creating an iconic and easily recognizable identity. The interstate typography becomes the protagonist element where the black color integrates the old with the new identity, supported by a powerful secondary color palette in order to organize and categorize the different areas of the Museum.
A present museum for a better tomorrow.