Muse Group aims to achieve "creative fluency," where music creation becomes natural and effortless. The branding strategy focuses on capturing emotions associated with musical expression rather than emphasizing technical features. This approach contrasts with the common branding in tech that relies on outdated representations. They developed a custom typeface called Muse Display to convey the brand's flexible consistency, appealing to a wide range of musicians. The aim is to create a community that resonates across diverse musical backgrounds and ages, unified by the emotional power of music.
Collins aimed to visualize Muse Group's unified goal, something they call "creative fluency", where playing and creating music becomes second nature - technical barriers dissolve and musicianship becomes as easy as listenership.
Instead of showcasing technical specs or outlandish interfaces, we centered the brand around the raw experience of musical creation, itself, visualizing the outcomes—the resonance, the harmony, the creative breakthrough that happens when technical barriers disappear.
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