BASIC Partners with Fender for a Bold Brand Launch and Retail Experience

Work Posted on — 01.27.2016

BASIC Partners with Fender for a Bold Brand Launch and Retail Experience

We recently partnered with legendary guitar company, Fender to launch a new proprietary line of professional IEM's.

Fender Guitar Artist Playing on Stage

BASIC recently partnered with legendary guitar company, Fender to launch a new proprietary line of professional IEM's.

Fender, a world renowned leader in guitars and amps used by artists and musicians recently acquired Nashville, TN based headphone company, Aurisonics for their experience in custom-fit and universal-fit in-ear monitors (IEM's). Combining the unique technology of Aurisonics with Fenders' heritage, Fender Aurisonics looked to BASIC to bring their product to market.

"We're really excited about our collaboration with Fender," explained Erich Broesel, BASIC EVP/Brand Design, "Our team worked together on the brand's launch strategy by creating a brand and campaign framework that spoke directly to Fenders commitment to providing exceptional and immersive sound."

Within this brand campaign framework, BASIC worked to craft the campaign messaging, overall design direction, package design, product naming convention and retail experience for the brands' launch at the National Association of Music Merchants (NAMM). Working across brand and retail initiatives, BASIC helped establish Fender Aurisonics as a serious player in on-stage IEM sound designed for a wide-range of audiences involving the introduction of 5 new in-ear monitors.

Fender Aurisonics Brand Guidelines
Fender Aurisonics Brand Guidelines Image 2
Fender Aurisonics Retail Window Display

Our strategy to bring this new product to a highly competitive space, was to focus on Fender's brand strength and leverage the audio engineering power from the newly acquired Aurisonics technology. To create a unified experience at every consumer touch-point, we created a comprehensive campaign guideline that established our overall vision for bringing Fenders new IEM's to market.

Fender Aurisonic IEM's Landing Page

Within the campaign guidelines, we created a multi-tiered launch campaign across various retail and consumer channels including - an immersive digital landing experience, a bold retail experience at NAMM, print and package designs and a top level social media campaign framework with ongoing OLM.

Fender Aurisonics Banner Advertisements White, Blue, Red, Gold

The established look and feel was crafted to support our campaign messaging while highlighting the key differences in each one of the five IEM's produced for launch. We tied each unique in-ear -monitor together by crafting an entirely new naming convention that minimized in-category naming conflicts and informed both the sales team and consumers of the key benefits of each product.

Fender Aurisonics IEM's Package Design

Product packaging tied together the engineering of the new Aurisonics technology that powered these new Fender IEM's, while maintaining the performance and authenticity that Fender is known for. Bold, relatable headlines displayed the key benefits of each product. Bright, colored imagery helped distinguish each model to give a close look at the build quality of each product.

For now, we couldn't be more excited for our partners over at Fender for their successful launch at NAMM 2016. As the campaign continues to rollout, we're excited to share as much as we can with our in-depth case studies.  

About Fender

Fender Musical Instruments Corporation is the world's foremost manufacturer of guitars, basses, amplifiers and related equipment. Fender has touched and transformed music worldwide and in nearly every genre: rock 'n' roll, country and western, jazz, rhythm and blues, and many others. Everyone from beginners and hobbyists to the world's most acclaimed artists and performers have used Fender instruments and amps, and legendary Fender instruments such as the Telecaster and Stratocaster guitars and Precision and Jazz bass guitars are universally acclaimed as design classics.


BASIC is a San Diego-based brand strategy and digital design agency that helps brands deliver better experiences to their consumers. BASIC has built a solid reputation for using design to connect brands and people through the things they love... products, services, experiences and stories. With a growing client list of world-class brands and as a frequent partner to other high-caliber creative agencies, BASIC specializes in strategy driven and design-led brand communications and digital innovation. BASIC has earned Webby Award Honoree recognition within Best Practices, e-Commerce and Best Web Application/Services categories.