In 2016 Fluid
released Fender Modshop
, a place for creative expression and guitar customization. To ease people into Fenders new venture I was tasked to create two unique motion graphics pieces. Each piece was designed, written and animated to embody the raw energetic nature of the Fender brand while simultaneously educating users and employees on how to use the Modshop experience. In collaboration with Motion Graphics designer Charlie Hong, we knocked out the two pieces in two short weeks including script, design, motion graphics and audio.
Fender.com Redesign Pitch:
Before Fluid went on to design Modshop we put together a vision for what Fender.com could be in the future. Our primary focus was to elevate the brand and create an experience worthy of the gorgeous details and history that goes into creating a Fender instrument. The site focused on up-close large scale photography to illustrate the craftsmanship behind each instrument while telling the story of the legends who’s musical careers could in many ways be credited to the advancements made true by Fender. For those just getting started with Fender we also designed a visual guided shopping system to help users locate the right instrument for their guitar shredding dreams.
The beautiful photography, ambassador features and intuitive UI was accompanied by a social campaign giving light to the very active modding community via #Fenderhacks.
A unique place for Fender fans to show off their instrument modifications and get inspired by other fans creations. Every post would be accompanied by a shoppable list of parts used to craft the unique instrument.