Diamondback guitars
Diamondback Guitars is a conceptual brand developed as a showcase of exploration into brand identity design and a competitive analysis within the music industry.
THE PITCH
Inspired by love of the music industry, but general dissatisfaction with guitar brand personalities, I wanted to concept a guitar brand with some feeling and a true visual flair both in production of the instruments and the name
on the headstock.
on the headstock.
MY ROLE
I began the project 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.
THE RESULTS
The result was a cohesive brand identity rooted in bold typography, striking visual motifs, and a confident, slightly rebellious voice, extending across mockups of physical collateral, advertising campaigns, and mock social media content, all of which tested positively when showcased to professional guitarists and music industry veterans.
