Thomas A. Campbell
Working with Yuri Suzuki's team at Pentagram, and in collaboration with renowned designer Eddie Opara, we crafted a new sonic identity for The Mellon Foundations rebranding.
The new sound brings contemporary and classical music together, with more traditional string and wind sections playing against the modern sounds of electric guitar and synthesized bass.
Complementing the flexible aesthetic qualities of the visual identity, designed by Eddie Opara and his team, we created four variations on the sonic identifier. Each variation recontextualises the core melody through harmonic techniques, rendering each variation unique and powerful. Each unique expression reflects each variation of the ‘M’ logomark, adding depth, emotive resonance, and texture to the brand.