Jackson guitars–high-performance, high-end instruments created for the metal music aficionado–needed a new marketing and branding campaign that spoke to both its history as an innovator as well as to its future. “The Bloodline” was chosen as the moniker for this campaign.
I developed creative that paid homage to the brand’s history but also spoke with authority about its future and its place as a leader in its own industry. The work developed had to successfully evoke that brand image while maintaining its legitimacy–its consumers demanded “street cred”.
The campaign was a success and was fully integrated across all media–from the web, to print advertising and catalogs, instrument graphics, retail support channels, clothing and collectibles.