American Design Experience

The American Design Experience was a large-scale initiative that launched Fender into new territories of consumer experience. As creative lead I and the team crafted a narrative that guides customers through the process of designing their own guitar online. The developed identity highlights the inherent craftsmanship within assembling a guitar. Our foundation, your design, is the theme that reminds our customers that we are only the tool for your creativity and anything you make, is truly your own. Visit the American Design Experience.

Steven Crouch, Mike West, Scott Shipley