Guitarists are a rare breed. Obsessive about the smallest details yet comfortable with the strangest nuance. Many instrument retailers in Sydney offer either a department store-style customer experience or something likened to a garage sale. The objective with this project was to craft an identity that communicated a status that is premier in nature and in-touch with the modern age. by combining fresh typographic elements with imagery indicative of previous decades we created a brand experience that speaks to generations of musicians both from the past and yet to come.