Ovation | FMIC | SCOTTSDALE, AZ

Contribution | Location scouting /Coordination + Project Management + Art Direction + Design + Post-Processing

Objective |  The presence of Ovation guitars both online and in print was visually outdated and going unnoticed in the musical instrument industry, as sales were on a steady decline. Effort to reach a younger demographic through a significant shift in branding was vital to Ovation’s success.

Solution | Conceptualize and present new branding concepts beginning with a new logo and style guide. As part of a complete photographic overhaul, I planned and executed 10 photo shoots showcasing 34 guitars, utilizing 18 models at 30 different locations over the course of 2.5 months, all within extreme budgetary constraints. An emphasis was placed on younger and more eccentric models, vibrant backdrops and compelling perspectives in an effort to reinforce the new brand message. Ultimately, we came up with a cohesive look across web and print mediums.

Collaborators | Eric Fairchild (photography), Scott Shipley