The Fender Brand
Developing the Fender brand through modern and engaging consumer and user experience practices by designing cohesive retail environments, advertising, and sales tools. Developed the brand guidelines that directed marketing campaigns, branding initiatives, and retail-merchandising standards executed at an international level.
Worked collaboratively and cross-departmentally to develop a successful branding experience for e-commerce initiatives. Improved global brand standards for packaging, multi-media advertising, licensing, and photography.