Muse had quietly become a global leader in music software. With tools like Ultimate Guitar, MuseScore, Audacity, and MuseClass, it supported more than 400 million users across the full arc of musical life—learning, practicing, composing, performing. But despite this global footprint, few had ever heard of Muse itself.
Its portfolio was powerful. Its products beloved. But its brand was silent.
The problem wasn’t design. It was dissonance. Each product had its own identity, voice, and audience. Internally, teams described this as “the gap”—the space between someone’s creative ambition and their ability to express it. But that gap also existed within Muse: a disconnect between its individual tools and a collective vision.
Our opportunity wasn’t just to brand a company. It was to unify an ecosystem—and reframe Muse as a creative enabler at scale.
Through deep immersion, we uncovered the insight that would tune every future decision: fluency, not virtuosity, is the real threshold of musical empowerment. Most people don’t want to be famous musicians. They just want to express themselves without friction. To feel music flow through them—effortlessly.
We helped Muse reposition itself as a Creative Fluency Company—not in pursuit of perfection, but ease. Not mastery, but momentum.
To bring this to life, we built a new brand system inspired by the feeling of fluency itself: rhythmic, harmonic, emotionally charged. Drawing on the abstract forms of Suprematism, the structures of musical notation, and the physics of sonic vibration, we created a modular identity system that pulses, resolves, and resonates like sound.
From that core, we:
- Articulated Muse’s new purpose
- Developed a flexible visual language spanning iconography, motion, typography, and product UI
- Re-architected the brand architecture to connect all products under one expressive, empowering identity
The transformation gave Muse more than a new look—it gave the company a new center of gravity. The system now unifies global product launches, harmonizes cross-functional teams, and signals to users that Muse is more than a software provider. It’s a guide across the creative gap.
Today, Muse stands not just for tools, but for a philosophy: creative expression should feel natural. Like breath. Like rhythm. Like second nature.
- COLLINS
- Rebeka ArceIndgila Samad AliNicole CousinsBeth JohnsonMariah BushCas MaloMadeleine CarrucanTomas MarkeviciusJohn ChoiTaylor ZahrtNick AceTaamrat AmaizeMichael Di LeoGianluca AllaAlex Athanasiou
- Muse Group
- Yury VetrovVitaly RynskyValentin LadyaginLena KireevaJack SuttonSophie BrownessMuse Group Product & Creative Teams
- Contrast Foundry
- Photography & Videography
- Jared Ryder
- Styling
- Liz Borger
- Music & Sound Design
- Rohan Rege
