To develop powerful visual identities and effective communication, we must know our clients’ target audience, but we also need a deep understanding of their organizations and internal culture. The Academy of Music discovered that their target group knew very little about what actually went on at the college. We began our work by collecting information, through workshops with the management, interviews of students and staff, as well as researching the attitudes of potential students and visitors to the academy.

We based the visual identity on an infinite sound wave, created by actual sounds from the college’s premises. Students practicing, conversations in the canteen, applause in the concert halls is recorded and converted to graphic elements, the building stones of the visual identity. In all, these elements produce an ever-expanding pulse line created by and for the students, staff and visitors.