This dynamic brand identity is based on the concept of alchemy, which is the combination of science and magic. MCP itself is built upon these two ideas. The science aspect comes from ethnography, the qualitative research methodology MCP uses and weaves through its stories. The magic aspect comes from the magic of film itself. The base element for this identity is the line graphic, which symbolizes movement in time, i.e. our place on earth and what we’re going to do with it. This line graphic conveys how MCP is filling in missing narratives. Equations are also an important part of this identity, giving the brand a unique way to discuss and educate on important social issues.