Fender Play Rebrand
Project Background
Redesigning Fender's online learning platform for beginners, we launched the new experience alongside the California Player Series—Fender's first marketing campaign targeting new players. The updated user interface set the stage for future iterations, delivering a more immersive and engaging experience for guitarists of all skill levels. This project reflected Fender's commitment to exceptional learning experiences and was a key part of their growth strategy.
GOALS
-
Seamlessly integrate a rebrand while launching a new freemium product
-
Establish a more cohesive and engaging brand experience
-
Improve accessibility and usability for beginner players
-
Create a scalable foundation for future updates and iterations
CHALLENGES
Fender Play lacked a cohesive brand identity, making it feel disconnected from Fender’s broader ecosystem. With the introduction of a freemium model, the team needed a strategic design approach to balance premium and free content while maintaining a simple user experience. The tight timeline required fast iteration and close collaboration with cross-functional teams to support a smooth launch. Also, the platform had to remain intuitive and engaging for beginners while still supporting players of all skill levels.
MY ROLE
As one of two Lead Product Designers, I was responsible for:
-
Leading the UX/UI redesign to enhance engagement and usability
-
Defining the visual language and user experience strategy for the rebrand
-
Designing key experiences across web, iOS, and Android platforms
-
Collaborated with engineering and product to support feasibility
The Design Approach
Our design approach focused on evolution, using color and imagery to enhance engagement. Color prioritizes information and action while unifying utility and emotion. Imagery weaves a compelling narrative, enriching the user journey with vibrancy and depth.
