Fender Guitar recently contacted me to update several of their existing landing pages and component library. They had recently gone through a re-branding effort were anxious to add some new design flavor. Their newest program, "Fender Play," designed to teach guitar lessons, was the focus of this assignment. An additional email was included in the project for their new line of acoustic Telecasters.
Their existing site focused on specifications and technical data rather than sales, consumer relationships and branding. It's about rockin' out, not just tech specs. Why wasn't it reflecting that? Among guitar enthusiasts, Fender is a well-known brand. The site was overly technical and off-putting to the new user, and a little stale. When you think Fender Guitar, you think excitement and the goal was to try and give them a more inviting edge. I used Figma to design a new system that would better reflect the brand.
After the launch, Fender showed an increased visitorship from .04% to .048% in the first quarter. I've also recently been asked to continue with a full redesign of several more pages and to assist in designing their new design system.