I've designed their brand identity and recorded their promo video for their Plan BE campaign.
Client:
Four Aces Guitar Quartet
Year:
2020
Duration:
2 months
Four Aces Guitar Quartet is a Belgian classical guitar ensemble and one of the clients I worked with during my freelance venture Pixel Brand. The group was looking to refresh their branding and logo, while also producing a promotional video for their Plan BE campaign.
The goal of the project was to create a unified visual identity that reflected the character of the quartet while aligning the vision of all four members. In addition to the branding work, I directed, filmed and edited the campaign video that supported their promotional efforts.
To establish a clear identity for the quartet, I first gathered the perspectives and expectations of each band member. Their individual ideas were then combined into a shared vision that felt authentic to the group as a whole. We also refined the messaging and story behind the Plan BE campaign to ensure the promotional video would clearly communicate their concept.
Designing for a classical guitar ensemble was a unique challenge. The brief included incorporating a guitar element directly into the logo. I explored several visual directions and developed six initial logo concepts, from which I selected three to present. Interestingly, the final choice emerged from a follow-up concept that was more artistic and expressive. From there, the chosen direction was refined into the final identity and used to design the Plan BE campaign brochure.
The promotional video required capturing a specific atmosphere inspired by a nostalgic reference to an older Belgian TV advertisement, while still remaining original. We filmed across several local locations, carefully selecting environments that matched the tone and visual storytelling needed for the campaign.
Designers need to be adaptable and sensitive to the context in which a brand exists. Creating an identity for a classical music ensemble required a different creative mindset than many commercial projects.
The experience reinforced the importance of listening carefully to clients and their audience, and translating those insights into a visual language that supports their artistic identity.
The refreshed identity and promotional materials helped launch the Plan BE campaign. Although the campaign experienced a slight delay due to the Covid pandemic, it became an important initiative that helped the quartet regain momentum afterward.
Plan BE continued to serve as their primary campaign for several years following the launch.
Aside from the fact that Wouter is a great guy, shows respect for the client, and listens to every request, no matter how big or small, while working within the available budget, it’s his ability to think along and ahead with the goal of achieving the best possible result both in the short and long term that makes him, in our eyes, a true professional.
We are extremely satisfied and proud of the result we received, and all of it was delivered in no time.
This collaboration definitely leaves us wanting more and will certainly be continued.
Thank you, Pixel Brand!
- Four Aces Guitar Quartet