Challenge

Unify a fragmented portfolio of music software tools into a single, emotionally resonant brand and define a new role for Muse in people's creative lives.

Story

Muse Group had quietly become a global leader in music technology, with over 400 million people using its tools—like Ultimate Guitar, MuseScore, Audacity and MuseClass—to learn, play and create. But while the tools were powerful, the brand itself was invisible. Muse lacked a clear identity, a shared voice, or a central purpose that unified its many products.

At the heart of the problem was what Muse called “the gap,” the space between someone's creative ambition and their ability to express it. It's why 90% of guitarists quit within a year. Muse saw its role not just as a software provider, but as a bridge across that gap.

We helped Muse reposition itself as a Creative Fluency Company—a brand dedicated to helping anyone reach a state where musical expression becomes second nature. A state where creation flows freely.

To bring that idea to life, we: • Defined a new brand purpose: Inspire the artist. Unleash their sound. • Built a design system grounded in the emotional experience of fluency, drawing from Suprematism, musical notation and the language of sonic vibration. • Created expressive visual modules that pulse and harmonize like notes on a staff, used to construct a new graphic language, product icons, a custom typeface and a motion system. • Re-architected the brand across its full product ecosystem, organizing tools under one purpose and one identity system.

Impact

Muse's new identity now spans every product and platform in its global portfolio—from apps to interfaces to campaigns. The system has helped reorganize the company's structure, unify product launches and establish Muse as more than a software company.