Bruce Mau Design reworked the brand identity and website for the McMichael Canadian Art Collection, the Ontario museum founded in 1952 around the Group of Seven and other landmark Canadian artists. Despite a deep collection spanning contemporary and Indigenous art, the museum's public image had stayed frozen in the past. Working alongside a major physical expansion, the studio set out to reposition McMichael as a living, welcoming cultural space rather than a historical footnote.

The studio built the new identity around a single idea: McMichael as an open invitation to explore. A logomark drawn from the museum's original 1970s mark was redrawn and paired with a rigorous grid, then scaled dramatically across signage, campaigns, and wayfinding to give the brand the visibility its collection deserved. The typography system pairs a display sans with a warm serif, both sourced from Canadian type foundries with built-in support for Indigenous language typesetting, while the colour palette draws from the very first painting the museum ever acquired.