Prior to the launch of their new website, I was asked to develop a visual branding campaign concept for Guild Guitars. I created and developed the concept of “when the music matters” for Guild, to speak to the brand’s history and heritage as a no-nonsense, working musician’s instrument of choice.
The concept would easily reach to several subjects–music, songs, craft–and so the creative could work on multiple levels for both lifestyle and product-centered campaigns. Accompanying artist and handcraft imagery was chosen to reinforce this.
Over time, the brand look and feel would have been further extended to other avenues, such as clothing and collectibles gear in addition to print and online media.