With directive to reinvent the Passport line and develop brand-space for new, incoming products, we focused on creating a modern-aesthetic that represented what Fender Audio should be. By studying user-interaction of 1st generation products, we gathered data and improved the interfaces to intuitively meet the needs of a user, within its typical environment. We honed in on the lifestyle surrounding each product and crafted photography to speak the same language as those who use it. Ultimately we combined all of these elements into a visual system and implemented them throughout Fender’s various marketing platforms. The following images showcase various instances of the applied work.
Eric Fairchild – Photography
Karli Foss – Design