Design
Strategy

Brand Identity
Concept Development

Design
Brand Identity
Concept Development

Almost 90% of new guitarists quit within the first year of playing, this was a statistic that TrueFire is constantly hoping to improve and change. We came to Yamaha with the idea to integrate a digital campaign into their new line of guitars to increase retention both for new and retiring guitar players. Our idea was to keep up the momentum of a new player and create a new learning course that they could redeem with the purchase of any Yamaha Beginner or Advanced series guitar kit. Elements included a physical download card, online promotional campaign, landing page, and email series.

My husbands family has deep roots in motocross and I was thrilled about the opportunity to work with Tim Ferry for his Motocross training faculty. Ferry is a retired Pro Motocross and Supercross champion who now trains the next generation of pro-athletes at his facility in Dade City (His son Evan already holding a couple titles in the sport). Red Dog is Ferry’s namesake and his nickname during his pro career and I wanted to preserve that same essence while updating it into something that would be a memorable mark for his brand as they strive to make their mark on the riding industry and let everyone know they’re a breed of their own.

Tim Ferry is Pro Motocross and Supercross champion who now trains the next generation of pro-athletes at his facility in Florida (His son Evan already holding a couple of titles in the sport). My family has deep roots in motocross and I was thrilled with the opportunity to work with him on the branding of his training faculty. In the days when Tim would race professionally, they would wear patches that sported a nickname (Ferry and the name 'Red Dog' are still synonymous to this day). We wanted to keep the name since it is unique and recognizable but update and create a flexible identity they could use in all of the different applications.