Arturia, a company that specializes in developing music software and hardware, was looking for a new brand identity. By providing products to professional musicians looking for technical specificity, as well as to amateur musicians looking for more playful and easy-to-access music tools, the company found itself at a crossroads between two very distinct market segments. Striving to cater to both types of customers, we found that the middle ground, the common denominator, was the graphic elements in the tool that both professional and amateur musicians used often: music software editors. In this software, each instrument and each sound is always represented by a colored block layer. Using this iconic graphic element, we created a visual identity that symbolized the creation of music. Each visual, each poster, each catalog page is made of a different pattern that altogether represents the infinite possibilities Arturia offers to its customers, no matter their level of expertise.