Tech leader ASML wanted to increase collaboration and drive advancement by showcasing the vital role of its software division, Global Applications. This complex story needed to be made accessible to a wider audience. Leveraging the simple metaphor of an orchestra, where software is the conductor and products are the instruments, we distilled the story to its most essential idea. The result? A solution that makes an immediate emotional connection with employees and customers, to spotlight expertise, stimulate collaboration and build the brand.