Art Direction / Design / Marketing

QuietCoil Acoustic Series

An absolute break through in acoustic amplification, the QuietCoil NC-1 Acoustic Soundhole Pickup made serious waves in the acoustic world from a company known primarily for electric guitar pickups. The goal was to create an acoustic pickup that ACTUALLY sounded like your acoustic guitar. Pickup designer David Shephard over acheived in this goal and then improved it again with the subsequent NC-2 and NC-Passive rounding out the QuietCoil Acoustic Series. 

The Project

This was a two phase product launch. First with the initial launch of the NC-1 and then again a year later when the NC-2 and NC-Passive were added to the line with additional marketing assets. The scope was everything from package design, video production, both print and web advertising, tradeshow displays and more. Mojotone was breaking in to the new territory of acoustic players and needed the right combination of design and marketing to get the word out. 

The Design

Continuing with our now brand style of geometric circular designs, I needed to find something that spoke both to that as well as a natural feel that would represent acoustic guitars. I took inspiration from classic acoustic guitar adornments such as soundhole rosets, fretboard and headstock  inlays, and pickguards with printed filagree. The "Sunflower," as it came to be known, provided the tech look I needed and the representation of organic tones. I was even able to use the leaves and vines to mimic the package design of Mojotone's electric pickup packaging, giving a company wide packaging asthetic across all of the pickups. 

The Output

The goal of the NC-1 Acoustic Pickup was always to capture the natural sounds of your guitar. I thought this idea would work for our customers too but to the individuals natural tone within themselves. Creating music is a deeply personal act and no two people create in the same way. This individuality and diversity should be encouraged and celebrated right along with the products that can give you that freedom. I expressed this in print advertising as well as our website landing page design. The webpage was then created by our in-house web-master Steve Snyder.

The marketing team created an "overview" video for the series that gave information about each pickup with a short sound example. I lead the team in concept and ideation, wrote and conducted the interview with pickup designer David Shepard and provided art direction on the set and final editing. The video was shot and edited by Carlos Perez, performances by Justin Cody Fox and audio recording and mixing by Worth Weaver of Red Room Studios. 

Website Landing Page

Launch Email