Fender Guitars
CATEGORY
Campaigns, key art development, retail displays, packaging, print and digital ads, emails, and web assets
ROLE
Graphic Designer
DETAILS
Fender Guitars is a brand renowned for its rich heritage and cultural significance in shaping modern music. Over two years working on projects for Fender Guitars, I played a key role in the design and execution of campaigns for product launches, seasonal promotions, and artist collaborations. Fender’s iconic instruments have been central to music history, and my role involved conceptualizing and producing various design assets, including packaging, promotional materials, digital designs, and key art, that upheld this legacy.
PROJECTS
→ THE YEAR OF THE STRAT
→ FENDER x HELLO KITTY
→ MARK HOPPUS KEY ART
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THE YEAR OF THE STRAT
The Year of the Strat campaign marked the 70th Anniversary of the Stratocaster. To celebrate this iconic guitar, we created artwork to cover windows and guitar cases at the Guitar Center Hollywood location. The artwork took inspiration from the “wild posting” of the wheat-pasted posters that have become a signature of the neighborhood. The campaign also included print and digital ads showcasing artists and musicians playing their signature Strats.
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FENDER x HELLO KITTY
In 2024, we gave Fender a pink makeover for the limited edition Fender x Hello Kitty collaboration. To merge the supercute and colorful aesthetic of Hello Kitty with the road-reliable excellence of Fender gear, we created special packaging, key art, digital assets, and emails, all featuring Hello Kitty’s bold pink color palette and signature pattern.
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MARK HOPPUS JAGUAR BASS KEY ART
To announce the launch of the limited edition Jaguar Bass designed by Mark Hoppus for Fender, we drew on 90’s concert posters and punk aesthetics to create unique key art. Referencing the DIY techniques of the punk movement, we set the headline over vibrant concert photography and a clean black background. Together, these elements allowed for a dynamic design, easily adaptable to a variety of languages and digital applicaitons.
