The objective was to rethink and redesign the visual identity of the Museum aan de Stroom (MAS) in order to strengthen its cultural presence and modernize its image. After more than a decade of existence, the institution required a refreshed visual system capable of reflecting its architectural strength, its international narrative, and its evolving role within Antwerp’s cultural landscape. The challenge was to create an identity that would increase visibility, reinforce recognition, and better express the museum’s values of openness, innovation, and global connection. The new system had to be contemporary, flexible, and adaptable across multiple physical and digital touchpoints.