Founded as the Music Appreciation Society in Denver, Colorado; MAS has hosted over 100 shows across 33 genres of music since 2015. After the COVID pandemic and the loss of a venue, Malcontent was asked to help relaunch a reinvented, renamed, and revitalized series
We began by articulating the one constant quality that spans so many genres of music: the fact that every event is an intimate gathering sparked by live music. While this might limit growth, it maintains the personal touch that makes for a passionate audience.
The open-minded programming sensibility — one that considers feeling before category — also establishes how all audience members are welcomed. The only requirements are that one attends out of the love of music, and in a state of curiosity.
In designing the visual identity system, an equally open-minded approach to color looked to classic terms for small groups. Any combination of colors can be used; as long as they appear as duets, trios, or quartets.