Founded in 1952 by Robert and Signe McMichael, the McMichael Canadian Art Collection is synonymous with icons like the Group of Seven, Emily Carr, and Tom Thomson. Beyond this legacy lies a vibrant, evolving institution?home to contemporary and Indigenous art, groundbreaking exhibitions, and new scholarship, but despite this breadth, public perception remains rooted in the past. With a major expansion underway, BMD was tasked with creating a bold new brand identity and website to reposition McMichael as a dynamic cultural space?one that challenges ideas about Canada, art, and society.