The industrial design team at RKS, who incubated D&A, asked a simple question, “why arn't there guitar stands as well designed as the instumetns they protect?" The desgn team that created the RKS guitar creatd a series of  exceptionally designed guitar stands and hangers. The only thing missing was a brand to convey that message.

It's not vey often a graphic designer begins a project with zero. This is one of those times. Over a span of one month I lead the RKS team to create the visual identity, photograph all the offersing with various guitars, then deasign and devlop the e comers site.

When designing on a web design for heydna.com I came to the conclusion a hand coded node JS CMS e-commerce site is like a nine hundred dollar pair of shoes. Nice if you have a rich daddy, stupid if your on a budget. Lucky for us we were able to find a Shopify theme that fit well with our content. The secret around making the template site not look like a template site were some minor edits to the CSS and generating custom visuals for to fit the template.

With a limited marketing budget having consistent brand language is even more important. With a wide range of branded applications it was important they stay cohesive. So even we a small design and production team we found creating an stable well designed style guide was extremely helpful keeping the team on the same page.