Guitar Center
Brand Identity, OOH, Experiential, Copywriting, Strategy, Store Experience
The “Strike a Chord” campaign and rebrand positions the brand as a soulful, community-driven hub for new passionate hobbyist musicians, offering an interactive and resonant experience rooted in the heritage of music.
🏆 SCADDY 2025 Winner for Strategy 🏆
Key Research Takeaways
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In 2023, the U.S. musical instrument market generated $3,446.7 million in revenue. It is expected to grow to $5,446 million by 2030.
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More than half of U.S. households have at least one person who plays a musical instrument.
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Approximately 63% of consumers are hobbyists. Children who begin learning musical instruments at a young age are expected to boost demand for musical instruments in the coming years.
Guitar Center
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Brand
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Merchandise
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Advertising
Concept
Reach the heart of music lovers through the emotional experience of music. So many people are touched in different ways by music, we create a space and community where everyone can enjoy that experience together.
Design Principles
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Authentic, candid imagery that embodies the music scene
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Reference small bands and concert halls
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Showcase human emotion and humanity in design
Brand Building
The brand is built with the thought of amateur musicians in mind, catering to the local art scene. The combination of the “G” and “C” resemble the current Guitar Center logo and pays homage to the guitar in the original logo. The continuation of red allows for recognition, even after the rebrand.
The Original Logo Sketches
Brand Elements
The brand elements feature a revitalized color palette while keeping the Guitar Center memorable red. Paired with a curvy serif for headers, the character and authenticity found in music is tied to the brand.
The Merchandise
The Out-of-Home Ads
The Social Media Videos
The Experiential Ads
Authentic. Engaging. Local.
The rebrand brings forward the connection and community music lovers and makers strive to find at their local store. The designs remain true to human emotion and evoke the emotion of a local store rather than a corporate entity.
Mission Statement
To bring music to the world.