Fender Play Rebrand
A digital redesign for the world’s best learning app.
The Overview
Redesigning Fender's online learning platform for beginners, we launched it alongside the California Player Series, Fender's first marketing campaign targeting new players. The updated user interface sets the stage for future iterations, delivering a more immersive and engaging experience for guitarists of all skill levels. This project reflects Fender's commitment to exceptional learning experiences and is a key part of their growth strategy
YEAR
2021
TIMELINE
3 months
ROLE
1 of 2 Lead Designers
PLATFORM
Web, iOS, Android
The Challenge
Seamlessly integrating a rebrand while launching a freemium product.
Redefining with a innovative vision for beginners
Fender Play lacked a cohesive brand, and with the launch of a new freemium product, we seized the opportunity to redefine and revitalize it. Our goal was to infuse the brand with life and innovation while ensuring it remained accessible and engaging for beginner players
The Design Approach
The design approach was simple. Design for evolution.
Being intentional with color
We used color to bring life and vibrancy to our UI, and it is one of the hardest working components in our entire design language. The focused application of color helps us to prioritize information and action. Our Play extended color profile accommodates multi-state components, contextual messaging, and alerts. Color helps us create unity between utility and emotion.
Adding a vibe with dynamic gradients
Gradients give us the flexibility to create compositions around constantly evolving interactive content. Our gradients all include black, which allows us to dial up the contrast ratios depending on the components in front of the gradient. We primarily use gradients to accompany songs on a user's path. This celebrates and features our song-based lessons. Outside of songs, we should use gradients sparingly. Our gradients compliment and support our imagery.
Imagery as the inspirational foundation
Imagery forms the backbone of Play’s visual experience, weaving a rich narrative throughout the UI. It guides users through an engaging and enjoyable journey, enhancing the experience with vibrant content and design.
My Role
Design
UI/UX Direction
Art Direction
Visual Design
Creative Direction
Motion Design
Graphic Design
Process
Competitive Analysis
Qualitative Testing
Ideation
Prototyping
User Testing
Strategy
UX Strategy
Qualitative Testing
Product Strategy
Launch Planning
Content Strategy
Audience Research
Core Team
Robby Schaeperkoetter, Product Design Director
Bill Salvador, Lead Product Designer
Aren Anderson, Senior Product Designer
Adriana Bautista, Product Designer