OVERVIEW
Freelance project developing the complete brand identity and packaging design for Strum Junkie, a pick guard company for guitarists. Responsible for story telling and creating the visual identity from the ground up, including logo design, typography, color palette, and brand guidelines, as well as packaging design that reflects the brand's personality.
ROLE
Logo
Packaging
Brand Guidelines
Slide Deck
RESEARCH
While women now make up nearly 50% of new guitar players, they remain heavily underrepresented throughout the guitar industry and commerce space. A study conducted by Fender found that women account for half of all beginner and aspiring guitarists in the U.S. and U.K.
Despite this growth, representation within guitar culture still skews heavily male. Women remain underrepresented in artist endorsements, signature guitar lines, music production, and gear marketing. Studies on the music industry continue to show significant gender disparities, with women making up only a small percentage of producers and technical roles. Designing for Strum Junkies it was important it was to align branding to capture an audience under represented.
