Evil Twin Music turned 1919 architectural blueprints into the sonic identity of the Branch Museum of Design — named a top 5 global rebrand by AdAge.
A century-old Tudor building becoming a musical score. That is the essence of the project that placed Brazilian audio studio Evil Twin Music on the global sonic branding map. The institution is the Branch Museum of Design, in Richmond, Virginia, which recently unveiled its new brand identity — recognized by AdAge as one of the top 5 rebrandings in the world in 2025, alongside global giants like Apple.
Architecture you can hear
The project was led by MullenLowe Design Studio (MLDS), ranked the 3rd most awarded design agency in North America by D&AD. The studio brought in Evil Twin to craft an original sonic identity that went well beyond the conventional. The brief was ambitious: translate the historic building designed by renowned architect John Russell Pope in 1919 into an auditory experience.
The solution was bold and precise. Evil Twin used the museum’s own architectural blueprints as a musical score. Rooflines, window trellises, and arches found in the original drawings were converted into sonic and musical patterns — allowing the building’s physical structure to be, literally, heard.
It’s as if the building itself were the composer. This is design transcending physical space — architecture you can also hear and feel.
The words belong to Evil Twin Music’s founding partners and Creative Directors, André Faria and Peter Sauces. For them, AdAge’s global recognition confirms a broader truth: “Brazilian audio has the maturity to lead major projects. Sound is a structural part of the narrative, not just a complement.”
Against generic minimalism
Under the executive direction of Kristen Cavallo and the creative direction of João Paz and Fábio Brígido at MLDS, the Branch Museum made a deliberate choice: to move away from the aesthetic minimalism that dominates the industry. Rather than simplifying, the institution embraced a dense, multisensory identity that honors the depth of its own history.
At a time when brands worldwide lean toward visual and sonic reduction, the Branch project takes the opposite path. The result is a living brand — one that breathes the past and resonates into the future, now carrying an unmistakably Brazilian voice.
Event Info
- Institution: Branch Museum of Design
- Location: Richmond, Virginia, USA
- Rebranding project: MullenLowe Design Studio (MLDS)
- Sonic identity: Evil Twin Music
- Creative Directors (Evil Twin): André Faria and Peter Sauces
- Executive Direction (MLDS): Kristen Cavallo
- Creative Direction (MLDS): João Paz and Fábio Brígido
- Recognition: Top 5 global rebrandings — AdAge 2025
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