From what I understood from the agency's team, they briefed that, SAS was established in helping to gather or transform greatly amount of data in organization into easy data that they can evaluate themselves to find out which way can drive best to their business.

This job was part of the pitching project for launching services names "SAS FSI FORUM 2014", which would invite potential IT managers to know better of what SAS can help in evaluating and improving in organization with the data. From the concept that MICE's team had brainstormed to come up with the idea of represent the SAS services similar to an orchestra instrument that it is a part of performing and come up with successfully beautiful song, they used violin, but SAS didn't agree to use only one specifically musical instrument like violin. So I suggested the team to use the orchestra conductor instead, which the conductor is the person who is the main key to make all musicians perform their show to be the best.

First I designed just like the conductor is waving baton in his hand in the air to draw the light lines that coming out from the baton. I put some music keys along the lines to make it looks not confuse like a wizard.


Then client needed to make curving of the lines looks similar to "S" as it could be represented the "S" in SAS logo, and put their key messages along the curving line too.