Fender: Innovation Never Rests
A bold brand refresh concept created for Fender, highlighting its legacy and continued innovation. This campaign bridges vintage rock aesthetics with a modern design language to energize a new generation of musicians.
Project details
This branding project was designed to amplify Fender’s core message—“Innovation Never Rests”—while honouring its iconic roots. The campaign reimagines Fender’s visual identity through a mix of intense typography, strategic red-and-black color contrast, and high-impact imagery that captures both the grit and glory of the guitar legend.
The layout uses angled fonts to evoke motion and energy, while the faded background figure playing the guitar symbolizes Fender’s reach from the studio to the stage. The copy blends storytelling and marketing with lines like “Transforming Music One Guitar at a Time” to appeal emotionally to seasoned pros and first-time players alike.
"This concept channels the raw energy of music and gives it a striking visual form. Sohon captured our ethos and gave it motion, meaning, and modern relevance."
Hypothetical/For Conceptual Portfolio Use)
— Hypothetical Brand Manager, Fender
