Behind the Build: Fender Academy

Insights Posted on — 04.03.2017

Behind the Build: Fender Academy

BASIC's Lead Creative Strategist, Andrew Yanoscik, explains how we completely reinvented the model of digital education to create a dynamic educational platform for Fender sales associate and retailers worldwide.

Fender is a brand with a rich history of crafting perfect instruments built to inspire. Without doubt, anything with Fender’s signature must stand up to the reputation of the brand. In creating its new educational application, we aimed to better inform sales associates and completely reinvent the nature of digital education in doing so.

After extensive research and setting a strategy, we created a dynamic experience for Fender. Our educational platform teaches through enjoyable engagement that rewards users the more they progress. This approach encourages Fender’s sales associates and retailers to become more informed, and results have proved that our reinvented model of digital education has been successful.

Fender Academy Educational Web Application Case Study Behind the Build Image

Our lead creative strategist, Andrew Yanoscik, explains our approach to creating an incentivized brand education platform for Fender sales associates. Andrew touches on some of the features within the learn portal, and how we brought the Fender brand story to life. He also explains the thinking behind Fender IQ and the importance of incentivizing and gamification.

Cruise over to our Fender Academy case study for a more in-depth look at the strategy and process of creating the digital platform.

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.