Although Marshall Amps are the most famous guitar amp brand in the world, their appeal had become limited to professional and serious players. They needed to revitalise their brand on a global scale to appeal to a younger demographic.
I helped create a new, more inclusive proposition, attitude, tone of voice and look and feel that opened up more opportunities for the brand, yet remained true to their heritage and beliefs. It was rolled out as a consumer-facing brand campaign across all channels, as well as forming the base for multiple product-specific campaigns.