Diamondback Guitars is a conceptual brand developed as a deep-dive exploration into identity design, market positioning, and competitive analysis within the music industry. The project began with a focused study of Fender—examining its brand voice, visual language, and cultural impact—to better understand how legacy guitar companies communicate authenticity, quality, and style to their audiences.
Building on this research, I developed a series of user personas to map out Diamondback’s target market. These personas helped define key audience segments, from aspiring hobbyists to seasoned performers, and guided decisions around tone, messaging, and visual direction.
From there, I established a cohesive brand identity rooted in bold typography, striking visual motifs, and a confident, slightly rebellious voice. The design system was built to stand apart from competitors while still feeling grounded in the heritage of electric guitar culture. The project culminated in a fully realized branding suite, extending across mockups of physical collateral, advertising campaigns, and social media content.
Logo Concepts and Sketches
Final Brand Guidelines
Collateral and Advertisement Gallery
