The San Francisco Conservatory of Music (SFCM) selected MetaDesign to create a new brand identity system that would solidify the school as the city's premier music institution.

MetaDesign blended classical serif and contemporary sans serif letterforms in the logo while establishing a unique photographic style to capture the traditional and modern qualities of the school. MetaDesign also worked with SFCM to refresh the school's Web site and launch the "The Future of Music" campaign across San Francisco.

In a city known for its musical heritage, the identity program sets the school apart from other conservatories and art schools around the world.