Avid Technology is a pioneering developer of tools for capturing, creating, editing and distributing digital media. Avid asked us to envision an interface for their flagship editing software that would convey technical sophistication and fit into the high-end environment of professional editing suites. We developed a range of approaches to differentiate the company's product from more recently introduced consumer editing tools. These screens had the look of professional audio/visual hardware and used subtle lighting and smooth animations to convey a real-world look and feel.