Branding Guitarking – Guitarking is one of the top specialty guitar stores in the Netherlands. In this corporate identity handbook I summarized the core of Guitarking which can always be relied upon to ensure a strong consistent brand.

As an all-around creative employee at Guitarking, I was often assigned to various projects such as events, new online expressions, advertisements and content creation. To simplify this process I developed a branding handbook in which the core of guitarking is summarized.

The goal of this handbook is to make guitarking clear as a brand to all employees in all different functions. This makes it easier for them to make their own choices, making them less dependent on the owners. As a result, work can be done more efficiently. In addition, the goal is to ensure a strong bonded feeling between Guitarking and the employees.

Process:

To give a good reflection of Guitarking, I extended the research phase by doing more on- and offline research. This includes interviews, observations, desk research. During the design, I regularly checked with the owners to make sure that while reading, the right feeling is captured.

Through creative sessions with the team we defined the core of Guitarking. I led these sessions by discovering together who Guitarking would be as a person. And how the customers should be able to be friends with the Guitarking brand, so to speak. With an inner (essence, mission, vision), outer (logo, typography, images) and behavior (tone of voice, online expressions, sustainability). Through these creative sessions we discovered the core of Guitarking.

At the moment the book is used intensively and every meeting about a new concept starts with retrieving the core of Guitarking. So that all new concepts fit with Guitarking and work towards the mission, vision and contribute to the mission.

Since the book contains private information and photos it may not be shared online and thus remains confidential.