May & Co. was retained by Altsys Corporation as the company prepared to launch Virtuoso, a vector-based design and production application for the NeXTSTEP platform. Building on the developer’s reputation as the creator of FreeHand, Virtuoso required a clear, disciplined market introduction that communicated its professional purpose and technical depth.
Our engagement extended beyond packaging and promotion. May & Co. led the design of the Virtuoso package and launch advertising, establishing a visual and conceptual framework that positioned the software as a serious professional tool within the NeXT ecosystem. The packaging translated complex technology into a confident, intelligible brand expression aimed at experienced designers.
May & Co. also participated directly in product development as a beta tester. Through this role, we proposed an expanded drawing concept that became the Multigon tool, which was incorporated into the final release and later cited by reviewers as one of Virtuoso’s most notable features. This collaboration reflected a core belief of the firm: design is strongest when branding and product thinking evolve together.
The launch was supported by national print advertising and promotional marketing that aligned Virtuoso with Altsys’s other flagship product, Fontographer, reinforcing the company’s ecosystem of professional design tools.
Virtuoso’s market life was brief. When Steve Jobs rejoined Apple and NeXT Computer ceased independent operations, the NeXTSTEP platform was absorbed into Apple’s technology roadmap. As a result, Virtuoso was discontinued despite its strong critical reception, underscoring how even well-designed products are shaped by larger strategic forces.
The Virtuoso project remains a clear example of how design articulates brand strategy, shaping expectations and meaning for emerging technologies.