How do you draw attention to a public art gallery hidden away in an obscure corner of a mid-sized city's municipal offices? Why, you roll out the camouflage, what else! This was our witty response to the challenge of rebranding the Art Gallery of Mississauga (AGM), a civic institution holding a fascinating, but often overlooked, collection of Canadian art. We created a bold identity based on the "razzle-dazzle" pattern used to camouflage ships during WWII. Our rebrand caught the public's imagination and increased foot traffic substantially. The brand has been featured in various design blogs including Applied Arts Magazine, Design Edge Canada and Communication Arts. It received high honors from Graphis New York.