STAGE TO STUDIO
The goal of this project was to create a high quality catalog featuring high-end professional audio equipment targeted for Guitar Center customers of these products.
THE PROBLEM
How to present technical products to consumers that showcases them in a way that is more than a standard advertisement or catalog.
Date:
June 2016
Role:
Product Advertising Coordinator
Company:
Guitar Center
BACKGROUND
After producing a beautiful catalog in 2015 for high-end acoustic guitars, the company made the decision to produce high-end catalogs for each department of products. The acoustic catalog features beautiful, high-definition pictures photographed by our Creative Services department photographers. We attempted to do the same for professional audio products, however, the creative style used for acoustic guitars was not appealing for tech products in a catalog. In the end, the high-end catalog for tech products was scrapped for 2015.
RIP
I took this as a personal opportunity to create my own postmortem and evaluate what went right, and what went wrong. Being an electronic musician myself, and having both studied economics and worked directly with professional audio customers in Guitar Center stores, I identified consumer behaviors people engage in when making a decision to buy different types of equipment. I picked a spread from the 2015 catalog to revamp and make appealing to customers who purchase tech products.
OUTCOME
I worked with our brand director, senior graphic designers, managing editor, digital assets manager, digital marketing manager, merchandising teams and our vendors to articulate my vision, develop a style for tech products and obtain necessary deliverables.
I pointed out that it was important to drive people into the stores by highlighting products that can be demonstrated in-store. I researched products to learn about unique features to highlight and found YouTube videos of product demonstrations to link to QR codes.
The end result is a beautiful catalog that engages the reader.
AWARDS
Hermes Creative Gold
American Graphic Design
