COPYWRITER—MUSICIAN’S FRIEND
As an online and mail order retailer, Musician’s Friend’s creative demands were simplified in comparison to its parent company, Guitar Center. However, the brand had its own unique voice and look which made writing for them that much more of a challenge. Although they were sister companies, they were competitors and it required a 180-degree approach to writing. An attention to detail, expert product knowledge, and an honest, genuine voice were part of the core values of the company and that needed to be reflected in the work.
NEW PRODUCT LAUNCH: PROMARK FIREGRAIN
Musician’s Friend operates solely online and in catalog form. The voice of the Musician’s Friend brand is that of an expert enthusiast, knowledgeable authority, and fellow musician because the Musician’s Friend customer is typically more advanced and knowledgeable. Therefore Musician’s Friend’s creative focuses on the product itself with an emphasis on the specs and features. This was one of many product launches that was supported by web, email, social and catalog tactics.
GEAR GUIDE CATALOG 2018
The Musician’s Friend Gear Guide was a massive 386-page book filled with vendor spotlights, gear reviews, products, and ads. This book featured a large amount of high-end instruments and gear, and was sent to customers who spent over a specific dollar amount throughout the year.
MUSICIAN’S FRIEND REBRANDING 2018
I worked one-on-one with the Musician’s Friend creative director to find the illustrator, pitch concept art ideas, and create tag lines/copy for web and print media, t-shirts, stickers, and other marketing materials as part of the rebranding for Musician’s Friend. The overall goal was to target a more youthful demographic and humanize the brand by letting customers know that we’re as into the gear and playing music as they are. We achieved this by utilizing a more casual, rough-around-the-edges look and voice, as well as launching campaigns that featured employee picks, interviews, reviews, and more.