São Paulo, March 2026 – The Branch Museum of Design, an iconic institution in Richmond, Virginia (USA), has revealed its new positioning and brand identity. The project, led by MullenLowe Design Studio (MLDS), also features an original sonic branding study created by the Brazilian audio production company Evil Twin Music. The institution’s rebranding was chosen by AdAge as one of the 5 best in the world in 2025, ranking alongside brands such as Apple.
Evil Twin’s mission was to translate the museum’s historic architecture, a 1919 Tudor building designed by John Russell Pope, into an auditory experience that respected the past but looked to the future. The production company used the building’s own blueprints as a “score.” Roof lines, window trusses, and arches present in the architectural drawings were transformed into sound and musical patterns, allowing the museum’s physical structure to be, literally, heard.
The challenge proposed by MLDS, ranked the 3rd most awarded design agency in North America by D&AD, was to create a living brand. The collaboration with Evil Twin allowed the museum to gain its own voice.
“It’s as if the building itself were the composer,” says André Faria, founding partner of Evil Twin Music. “It’s design transcending physical space, an architecture that you also hear and feel,” adds Peter Sauces, Creative Director of Evil alongside Faria. “For us, seeing this work recognized globally by AdAge, alongside giants like Apple, only reinforces that Brazilian audio has the maturity to lead projects; sound is a structural part of the narrative and not just a complement.”
Under the executive direction of Kristen Cavallo and the creative direction of João Paz and Fábio Brígido, the museum sought to distance itself from generic minimalism, opting for a dense and multi-sensory identity. In a global landscape where many brands opt for aesthetic simplification, the Branch project follows the opposite path, honoring the complexity and depth of its own history.
João Paz and Fábio Brígido led the creative process behind MLDS.
