Fender Blacktop Guitars

Client: Fender Guitars
Project Type: Branding

The Blacktop series of instruments were launched in part to find new ways to define instruments that haven’t changed substantially–due to their success–in 50 or 60 years. The challenge with these products was how to find a different way to market a product that hasn’t changed much, all while respecting the parent brand’s visual language.

I was tasked with developing a visual concept that supported the raw, DIY aesthetic that these products were inspired by and built for. Additionally, though the products were anticipated to be successful, there was little budget with which to develop marketing materials: this was a true do-it-yourself effort.

Bearing that in mind, I developed a logotype to brand the series of instruments uniquely within the Fender pantheon, while designing material (ads, web presence, posters, collateral) that supported the marketing goals. Most of the product photography was shot and processed in-house, in a simple, straightforward style that resonated with the target audience and paid homage to the products’ no-nonsense nature. The product launch was a huge success, with orders exceeding the estimated needs.