The project is created for MUSAE, which is an APP-based platform for art-related podcasts. The client requested the brand identity as well as marketing collateral and wanted to use the capital letter “M” in its name as the key component of the identity. In the meanwhile, the identity should indicate the goal of MUSAE’s service—bringing knowledge to people.

With several rounds of sketches and communication, we came to an agreement to combine “M” with a door. I found the shape of the letter “M” from the top perspective when opening a door and made it into the identity. The motion of opening/closing a door caught my interest. What if the identity can be flexible? Like each person has his/her own perspective in art, the door should be seen from varied angles. MUSAE loved the idea and allowed me to move forward.

In the end, the identity appeared in different shapes/angles/proportions according to the ratio of each platform. However, no matter how the shape changes, it always shows an open door with the “M” shape in it. In addition, the area "in the door" is used as a container for varied supporting visuals.