Client: Monterey Guitars
Marketing re-launch program incorporating style guides for print and web, photo shoots, product catalogue, advertising templates, packaging for guitar/amp packs and full website re-development.

Monterey Guitars create a range of instruments primarily aimed at the beginner to more intermediate player market. They have been producing products for a number of years without any consistent style or marketing strategy to support them. In March 2006 they comissioned me to create a marketing campaign that would provide Monterey Guitars with a 'vibe'.

The first step was to arrange a photo shoot designed to create an identity for Monterey that their consumers could relate and aspire to. Without any artist roster, a number of 'musician models' were employed to participate in a number of staged location shoots; busking, jamming, and performing in both cafe and concert settings. All Monterey products were also photographed to provide flexibility in catalogue and website designs.

Strict style guides for print and web were also developed include colour pallette and typeface heirarchy. The project, approaching completion includes:

• Design of 36 page colour product catalogue including copy writing & photography;
• Half page and full page advertising templates ;
• Website re-design & development including art direction, layout and design, photography, copy writing, engineering and integration;
• Design and development of packaging concepts;
• Design & development of large format banner design & P.O.S. concepts.

The of this branding program has contributed to considerable growth for BTB's travel agency business, particularly through its online presence. It has also provided them with a highly recognised, universal identity for use across its broad business interests.