Daddario.com
I used to joke with potential creative team hires and friends in the creative field, “D’Addario’s a great brand and we’re doing fantastic creative work, but whatever you do: DON’T VISIT OUR WEBSITE.” The site I was referring to was built entirely in house in 2003, and had not been maintained to keep up with changing web standards. You can see what I mean here.
After two years into my tenure as ECD of D’Addario and a formidable research and presentation campaign, I led a combination of agency partners and internal creatives toward a complete overhaul of D’Addarios aging (and crumbling) digital ecosystem, but most notably: our brand’s home on the web, daddario.com. Click anywhere below to launch the finished product.
Sub-Brand Hero Imagery
There are only so many ways to make “dude / chick shredding on [XYZ INSTRUMENT]” interesting visually. Rather than lifestyle, live performance, or artist-focused photography, we decided to try something completely different: Present D’Addario products in an abstracted, surreal environment inspired by the visual vernacular of music and musicianship, but without the constraints of reality and scale, so that D’Addario’s rather small or easily glossed-over products can be featured heroically.
︎︎︎ PROJECT INDEX
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