Creative/Art Direction • Design

At the start of each year, our team collaborates to craft a fresh visual direction for the upcoming marketing campaigns. For 2017, I led the design and photography team in a shift away from warm, soft-edged photography toward a cleaner, more striking aesthetic—brighter imagery, crisp shadows, and a touch of behind-the-scenes rawness. This newly developed look made its debut in our Winter 2017 newsprint poster, created to showcase our product offering. Distributed at NAMM in Anaheim, CA and music retailers around the world, it marked the launch of a bold new chapter in our visual identity.

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