NAMM Tradeshow

The Fender American Standard series represents the core of the company’s U.S.-made instrument lineup. Tasked with recreating the Fender NAMM experience, we centered the space around the concept of “American Handmade Originals.” Fender being a historical company, allows us to draw connections between famous moments in American history with memorable events in music history. The end result is a message stating: “These revolutionary moments in time were hand-crafted by people who believed in the true American Spirit. Our guitars are an embodiment of that spirit, they are The American Standard