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3-week personal project focused on revitalizing a brand of shrinking relevance with a renewed vision and product strategy.

 

 
Times have changed, and so has music...teenagers who once might have hankered after guitars now get by making music on laptops.
— NY Times

Full article here.

 

Shifting Tastes, Shrinking Relevance

 

The shift in music tastes, reflected in the rising popularity of electronic dance music among today's youth, have contributed to the decline of electric guitar sales worldwide. 

Former household names like BB King, Slash, and Jimmy Page give way to EDM headliners like DeadMau5, Skrillex and Hardwell.

How can Gibson reinforce its identity among the next generation of music consumers?

 

 

To push Gibson into the next decade, a new arm of the Gibson brand, Gibson Electronic, is proposed.

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This new arm allows Gibson to retain its brand heritage and loyal guitar following while freeing it up to develop new product lines that cater to the tastes of the Millennial and Alpha generation.

 

 

The inaugural Gibson Electronic collection pays homage to Gibson's illustrious guitar heritage. Iconic guitar elements orchestrate tactile interactions, producing rich analogue sounds that breathe fresh air into a sea of button pushing digital machines.

 





Synchrony


Synchrony

Creative Strategies


Creative Strategies

Concierge


Concierge

Bad Rep


Bad Rep

Rytm


Rytm

Fondue For 2


Fondue For 2

Amulet


Amulet