The site has been developed to assist the MCA in increasing access to its evolving activities and to reflect the museum's innovative, forward-thinking approach.Developed using Deepend's global resources the MCA site is dynamic, creative and easy to navigate; representing the museum as a centre for the collision of creative people and ideas. The navigation consists of three bars that divide the site into sections: Inspire, Engage and Belong. The design is influenced by these metaphors, with an emphasis on useability to draw focus to the museum's attributes.The site invites users to browse through exhibitions, screenings, public forums, debates, education programs and events. Users can view details on membership initiatives, sponsorship opportunities and venues while engaging with recent ideas in art and culture.The interface is clean and subdued, yet not sterile. Designed to be easy to maintain, the interface stretches and bounces, creating a kinetic site which is visually exciting and user-friendly. With an entity as strong and vivid as the MCA, Deepend created a site that put the focus on the museum and not the site itself. The desired response was for people to say "great museum with a great site" not just "great site".