I spent 18 months on the client side for one of the world’s oldest guitar string manufacturers, helping to re-establish the brand based on its New York roots, relationship with up-and-coming artists, and a history that stretched back to 16th century Italy.
NYXL was the biggest launch in this company’s history, and I was part of a small team that created the entire campaign. This included everything from product naming, packaging, print, experiential events, and an extended online campaign. We produced this manifesto in-house to introduce the product.