Fender

This project captures my design work for Fender, where I helped shape a digital experience rooted in music history, cultural legacy, and product storytelling. The direction balanced archival inspiration with a modern ecommerce experience, creating space for both the instruments themselves and the stories surrounding them. From artist imagery and vintage references to typography, layout, and interaction design, my focus was on building an experience that felt immersive, rhythmic, and unmistakably Fender. A large part of the work involved translating the emotional texture of music culture into a digital environment that could still feel clean, navigable, and product-focused across desktop, tablet, and mobile experiences. This archive preserves the original concepts and creative direction as they were first launched.