New product brand creation

Professional Music Technology, now Play Music Today, is one of the country’s leading musical instrument retailers.

Keen to expand its portfolio of own label products, we worked with them to build the brand for their entry level acoustic guitar. Combining American provenance with a British design philosophy, we worked closely with internal stakeholders to:

·      Develop the brand framework and narrative

·      Define their values

·      Evolve the customer profiling

·      Craft brand marks

To add an additional layer of authenticity, we worked with a writer who is also a guitarist; the overall result is an original story and aesthetic, helping to deliver stand out and differentiation in a competitive, saturated market.