Powers Electric Guitars Website

Responsible for

Creative Direction
Art Direction
Digital Design

Andy Powers (CEO and lead guitar designer at Taylor Guitars) created a new and completely reimagined electric guitar. His goal wasn’t to market it in a traditional sense, but more to release it into the wild and just, “let it grow”. He came to us with just a logo and a vibe - something that represented the car and surf culture which were the inspiration for the guitar, and his own personal style.

Imagery would play a huge roll in the site, so step one was to explore an art direction that could convey the energy of the players but still retain the understated and honest feel of the guitars creator. The site design overall is based on a social media feed; simple, easy to navigate and more showing than telling. One of the products key differentiators is the wide number of colorways available, which lead to the creation of a custom “color flow” module on the home page that allowed users to quickly scan the full spectrum with a swipe. The site is only beginning to take shape, with more features and content to come as the product gains in popularity.