Duffy has launched a new identity, messaging, digital strategy and website for legendary McPherson Guitars. The instruments have an unmistakable sound and design, and are made with intense craftsmanship and customization. This gave the Duffy team insights into a strategy that brings out the expertise, craft and warmth of the company. With the guitars’ unusual sound hole placement, the imagery — especially via actual product photography — also has an element of the unorthodox that reinforces the uniqueness of the instruments.
The strong brand identity features a font with a bit of flourish, as well as a secondary set of marks that call out the physical makeup and materials of the guitars. Engineering drawings give context to their expertise. The actual people who build the guitars are featured, bringing the craft front and center. Real stories from customers speak to the warmth players feel for these instruments and the brand.
Duffy Creative Director Alan Leusink notes: “We were inspired by meeting the people who make the guitars by hand, and learning about the process and the engineering. We physically took apart 3-4 competitor guitars and compared the level of engineering and the quality, and we were stunned and inspired by the level of detail and the work that went into every guitar.” Additional credits go to CCO Joe Duffy, Senior Designer Katie DeYoe, Writer Jeff Walker, UX Designer Rebeccah Erickson, and Project Manager Tiffany Thomas.