PEOPLE MAKE MUSIC, NOT SOFTWARE — Giving an iconic music technology a more human, emotive visual world. The brand and visual identity was at odds with the excellence of the product, so we were brought in by the founder to completely overhaul the identity, from voice to brand behaviour, transforming every touchpoint including product packaging and to in-store activations.
We also developed the product design of Ableton’s 2nd generation music hardware ‘Push 2’. Working with the internal development team we crafted the exterior form of the device to be sympathetic with the identity system we had just delivered. We let usability and function guide the design without compromising on style.