The first major show to take place after the launch of the new visual identity was for internationally acclaimed artist Tacita Dean. The exhibition was the largest presentation in the Southern Hemisphere of the acclaimed artist’s work, bringing together key works that capture Dean’s investigations into themes of chance, memory, entropy, history and time.

M35 worked with the MCA's in-house design team to produce everything from the exhibition graphics, signage, and banners through to digital motion graphics for online and social. The promotion offered the first opportunity to show how the brand identity system was able to build recognition through consistent use of brand elements, but be flexible enough to adapt to subject matter.