Guitar Month Promotion

Art Direction & Graphic Design:

For my Guitar Month Sale concept and executed designs, I created two color variations — one warm color palette for the first half of September and a cool color palette for the second half. By flipping the creative halfway through the promotion, we kept customer interest high, ad fatigue low, and covered multiple subcategories.

With the pandemic still impacting many communities and the live music genre as a whole, we intentionally decided to make the background and setting of our models nondescript. Are the guitarists performing at a venue in front of a crowd or are they filming a virtual concert or livestream event? It’s up to the viewer and their imagination.

With our photography direction, we captured the joy and emotion that comes with performing with a fine, beautiful instrument. We featured a variety of Sweetwater employees to reinforce a core Sweetwater brand pillar — that our employees know what they’re talking about because they are bonafide musicians. We also showcased exclusive and unique gear with Reverend, Spector, PRS, and more. In post production, a circular lens flare was added for additional visual interest, a pop of color, and a little bit of magic. Vibrant, emotive, aspirational.

With a month long category-authority promotion, it was important to showcase our eye-catching photography and design on as many platforms as possible. Creative assets were created for website candy tiles, rebate badges, site wide banners, homepage and landing page assets; display and programmatic ads; emails; social channel covers, organic, and paid posts; in-store price tags and tabletop signs; and print advertisements. Design elements were also integrated into assets produced by our in-house video team. Additional assets can be viewed on Behance.