View Full Project <-
Conceptual fold-out poster for Fender based on the 2015 brand guidelines, combining brand storytelling and design.
Company
Fender
(Concept)
Timeline
2025
—
2025
Role
Editorial Design, Poster Design
Project Overview
For this project, my objective was to capture and convey the essence of the Fender brand through a thoughtfully designed foldable poster. The final design featured an engaging layout with an informative fold-out section dedicated to the history of Fender, aligning with the brand’s identity and legacy. I produced multiple printed prototypes to refine the folding mechanics, ensuring a seamless and intuitive user experience. To support the promotional effort, I organized and directed a photo shoot featuring the final printed piece alongside Fender products, highlighting its integration within the brand's visual ecosystem. The brand's history was also a major point of emphasis, as the most notable guitar brand it was super important to keep this highlighted.
Opening
The opening of the poster was a key consideration in the design. It begins with a Fender brand introduction, followed by a brief history of the company. This section also highlights the brand’s color palette, which is central to Fender’s visual identity and voice. From there, the viewer is given a teaser of the poster before transitioning into more detailed elements, such as logo usage and typography. The sequence then culminates in the full poster reveal.
Important Aspects of Fender Brand
Poster Design
The goal for this poster was to create a design that feels authentic to what Fender might release. This concept specifically references Steve Lacy and the Fender Player Series. After exploring several iterations, I ultimately chose a cleaner direction, as it better aligned with Fender’s visual identity and brand language. When I design posters, I always aim to create something I’d genuinely want to hang on my own wall, balancing personal taste with strong, brand-appropriate execution.
Printing Process
Printing was done on an Epson P6000 series. Alignment was challenging throughout the process. The folded side was printed first on a roll of paper, then cut and re-fed through the printer upside down to print the poster side. Because the process lacked precision, an additional inch of bleed was added to account for potential alignment and printing errors.
Grids
LUKE
SALTER
View Full Project <-
Conceptual fold-out poster for Fender based on the 2015 brand guidelines, combining brand storytelling and design.
Company
Fender
(Concept)
Timeline
2025
—
2025
Role
Editorial Design, Poster Design
Project Overview
For this project, my objective was to capture and convey the essence of the Fender brand through a thoughtfully designed foldable poster. The final design featured an engaging layout with an informative fold-out section dedicated to the history of Fender, aligning with the brand’s identity and legacy. I produced multiple printed prototypes to refine the folding mechanics, ensuring a seamless and intuitive user experience. To support the promotional effort, I organized and directed a photo shoot featuring the final printed piece alongside Fender products, highlighting its integration within the brand's visual ecosystem. The brand's history was also a major point of emphasis, as the most notable guitar brand it was super important to keep this highlighted.
Opening
The opening of the poster was a key consideration in the design. It begins with a Fender brand introduction, followed by a brief history of the company. This section also highlights the brand’s color palette, which is central to Fender’s visual identity and voice. From there, the viewer is given a teaser of the poster before transitioning into more detailed elements, such as logo usage and typography. The sequence then culminates in the full poster reveal.
Important Aspects of Fender Brand
Poster Design
The goal for this poster was to create a design that feels authentic to what Fender might release. This concept specifically references Steve Lacy and the Fender Player Series. After exploring several iterations, I ultimately chose a cleaner direction, as it better aligned with Fender’s visual identity and brand language. When I design posters, I always aim to create something I’d genuinely want to hang on my own wall, balancing personal taste with strong, brand-appropriate execution.
Printing Process
Printing was done on an Epson P6000 series. Alignment was challenging throughout the process. The folded side was printed first on a roll of paper, then cut and re-fed through the printer upside down to print the poster side. Because the process lacked precision, an additional inch of bleed was added to account for potential alignment and printing errors.
Grids
LUKE
SALTER