Guitar Month

S W E E T W A T E R

Art Direction, Graphic Design

Each fall Sweetwater presents Guitar Month. It is the second biggest sale of the year and one that shoppers anticipate hoping to score big on new gear and exclusive releases.

In 2019 I concepted, art and photo directed, and designed assets for digital and physical spaces. Conceptually I focused on the personalities of the guitars and amps as well as showing a fresh lineup of models. Additionally, showing women within the music industry was important to me as a woman in the music industry and I wanted to represent us in my creative. For design elements I used knocked out text to draw attention away from “month” and draw attention to “Guitar Sale” and highlighted text to emphasize the deals within the sale.

In addition to models, I also directed photography of gear to use on display assets where that kind of photography traditionally performs better than that with people. This promotion was monetarily one of the top-performing promotions Sweetwater has ever run.

In-house photography provided by Chad Jenkins.