About the project
Andis Paegle is a Latvian conductor, organist and harpsichordist based in northern Germany, where he serves as Director of Church Music for the Lutheran parishes of Bargteheide and Eichede.
I first worked with Andis through MoonBach, his duo project with Iranian violinist Azadeh Maghsoodi, where I designed and implemented the project website. This collaboration led to ongoing work on Andis’s public-facing artist identity, including his overall presentation, visual direction, photography and a new digital presence.
Foundations
The central challenge was revisiting the public identity of an established artist whose work had grown to encompass very different areas: church music and choir direction, chamber music and independent artistic projects, while also leaving room for expansion into further experimental formats. Extensive conversations and a review of his existing materials laid the groundwork for presenting these different roles as parts of one public identity, without reducing Andis to any one of them.
Visual Direction
The main portrait became the source for the warm, muted colour palette. Its earthy tones also echo traditional Latvian pottery, a subtle connection to Andis’s cultural background. For the typography, Spectral introduces a classical, editorial quality, while Manrope provides high readability across formats.
The Sound Exploration project follows a separate visual direction within the wider system. It uses a black-and-white palette, Space Grotesk for titles and IBM Plex Mono for navigation, with Manrope retained for body text. The monochrome treatment and typography set it apart from the main identity and reflect this developing experimental project’s focus on vintage electronic instruments.
Digital presence
The website brings Andis’s different areas of work into one central place. The homepage presents an overview; Church Music, Choirs and Projects open into their own sections like chapters of a book. A News page gives current concerts, projects and other developments a dedicated place and keeps the public presence active.
Mobile-first design was part of the concept from the outset: I expected people to discover Andis after a concert or personal recommendation, look him up on the spot, or arrive through a QR code on printed programme material. In most of these situations, a phone would be the first point of contact. Current Search Console data reflects that expectation: 73% of visits from Google Search come from mobile devices.
ONGOING
The collaboration continues beyond the website. Current work includes print and communication materials, the development of Andis’s social media presence and further media production for his projects.