W Brand Development and our creative
partners have helped shape some of the
country's most enduring brands.


Reviving Rock n’ Roll

Cheap, foreign competition, neglected quality and little investment in the brand, had left once proud Gibson Guitars taking a back seat in the rock and roll community. With new ownership, came new opportunity and a chance to bring back the luster to the brand. We stripped away the tarnish and focused on uncovering the soul of the brand. Its unbridled, uncompromised, unadorned passion to rock. We developed a simple position and expression that was “Pure” rock n’ roll.

Authentic Brand Idea