How We Helped Fender Reach a Diverse New Generation of Guitarists
What We Did
Fender commissioned a study and found that over half of all new guitar players were women, many were people of color, and most were not aspiring musicians looking to sell out shows. The findings contradicted years of guitar marketing stereotypes, and Fender recognized an incredible opportunity to become the go-to brand for new players - they just needed to execute on those findings. That's where we came in.
Understanding Through Research
To dig deep, we met with over 20 stakeholders across what felt like every department, to hear the problem (and opportunity) from their perspective. Simultaneously, we conducted user testing on existing content, performed our own research, and compiled a competitive analysis. As a result, three core principles emerged to guide our project:
Include
Create an inviting place for all new players. No matter who they were, or where they came from, the goal was clear, there is a place for them at Fender.
Simplify
So many new players shared with us that guitar shopping was confusing, overwhelming, and worst of all, intimidating. The shopping experience needed to be approachable, easy-to-follow, and genuinely helpful by focusing on content that matters to a new player.
Educate
First time buyers need to understand their options, and new players need to figure out how to play their guitar. Everything about the new player experience was about learning.
A Symphony of Solutions
The Beginner's Experience ended up being more than a singular project, it was a series of initiatives working together to meet aspiring players wherever they were.
The Hub
The Beginner's Hub is a one-stop shop for all things guitar. To make the information more digestible, we created a single-page experience, with high level sections for topics like "electric vs acoustic", picking the right amp, or learning how to play. A flyout panel allowed shoppers to choose what topics they wanted to dig into, rather than overwhelming them with everything at once.
California Player Series
Large product imagery, key features, and pricing gave just the right amount of information for new players.
Find Your Fender
Find Your Fender provides new players with guitars that match their style and preferences. We gave it a huge upgrade by integrating directly with Fender's Salesforce Commerce Cloud platform for real-time inventory and one-click purchasing. Additionally, our redesigned results page displayed better matches along with more helpful information.
Fender Play
The first few weeks of playing guitar makes or breaks whether it becomes a hobby. We redesigned the FenderPlay landing page to reflect the same tone as the Beginner's Hub, highlight instructors and even give a few free lessons, urging visitors to sign up.
Setting the Stage for What's Next
This project didn't just launch a platform — it reshaped how Fender saw and connected with the next generation of guitar players, boosting their confidence and turning them into lifelong fans. It shows their commitment to supporting the next generation of guitar players and artists by creating an educational resource free of judgement.