The design approach for Fender Play was simple. Design for Evolution. The Play experience, and brand, will grow and evolve significantly through 2023. We will be testing, learning, and challenging our assumptions about how Fender can best support new players. A scalable design architecture was the first step in a path towards a world-class digital brand experience. The foundation we established through our design systems led to an elevated set of brand imagery and video lesson treatments.
Fender Play Imagery: Legacy & Digital
For Fender Play we wanted to create imagery that paid homage to the legacy of masterful design and engineering Fender stands for, but in a modern and exciting way.
We use LED screens to reflect digital art onto Fender guitars, using the familiar lines of Stratocasters and Jazzmasters to create contemporary images and adaptive compositions. The new Play imagery carries a storied past into a modern and evolving digital brandscape.
Video lessons that teach… and inspire.
Fender Play partnered with music video production powerhouse London Alley to create immersive and branded video lessons that inspire as well as teach. The visual language created for Play's UI and static imagery inspired treatments that created an elevated and cohesive experience for players using Fender Play.
