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Bechtler Museum of Modern Art

Hello modern


Bechtler Museum of Modern Art

Hello modern

services-grid mark-date No 49
Arts & Culture
  • Branding
  • campaign
  • production

Expand Details

Collection of friendships

Founded by Andreas Bechtler, the Bechtler Museum of Modern Art represents a legacy of purposeful art collection that spans generations of the Swiss-based Bechtler Family. Inspired by their tradition and the remarkable personal relationships they had with important artists featured in the collection, we set out to introduce modern art to Charlotte in a way that captured the venue’s intimacy and the way in which the art was collected.

Flexible minimalism

We were tasked with developing a comprehensive brand system that worked across a wide variety of media and touchpoints: signage, wayfinding, a mobile digital gallery tour, gift shop materials, collection catalogues, exhibition posters, and more. We created a minimal yet flexible design system informed by the architecture, the collection’s aesthetic, and its Swiss heritage. Central to the system was a restrained color palette that could expand to add vibrancy when necessary, and unified typography that tied together a range of works and exhibitions under the Bechtler umbrella.

Services

  • Brand Development
  • Integrated Campaigns
  • In-House Production
services-grid mark-date No 49
Arts & Culture
  • Branding
  • campaign
  • production
Institutional inspirations

The mark is based on the square unit that architect Mario Botta used in the building’s design, while the visual system is informed by the collection’s modern influences and Swiss heritage (Swiss Red: PMS485).

Institutional inspirations

The mark is based on the square unit that architect Mario Botta used in the building’s design, while the visual system is informed by the collection’s modern influences and Swiss heritage (Swiss Red: PMS485).


The challenge was to create a cohesive visual system that presented the museum as approachable and enriching, while enhancing the museum environment.


The evolving brand was extended after launch through exhibition materials, digital experiences, and merchandise.

Landmark Presence

Home to Giacometti’s Annette and 1,400 other pieces of mid-20th-century modern art, the Bechtler Museum was designed by world-renowned Swiss architect Mario Botta.

Landmark Presence

Home to Giacometti’s Annette and 1,400 other pieces of mid-20th-century modern art, the Bechtler Museum was designed by world-renowned Swiss architect Mario Botta.


The Hello Modern campaign introduced new patrons to the museum’s collection, putting them on a first-name basis with preeminent modern artists of the 20th century.


Mode deftly developed a campaign that was approachable, whimsical, and minimalistic: traits that define the Bechtler.”

- Pam Davis, Director of Marketing and Communications