The Museum of Contemporary Art Chicago is one of the world’s largest museums dedicated to contemporary art. The public-facing brand is sophisticated and nuanced, and the MCA needed internal materials that met the same elevated standards. The MCA turned to Conduit to help guide the brand application internally. Conduit designed a new system of design assets for MCA’s development team consisting of brochures, one-page documents, and presentations, along with brand guidelines detailing how to use the templates. Taking care to create guidelines that stayed true to the sophisticated brand, Conduit made it easier for non-designers to use the assets to effectively communicate MCA’s unique perspective and offerings while maintaining brand consistency.