One of the biggest things that moves business at Dave's Guitar Shop (DGS) is fresh used inventory coming in, especially great vintage pieces. Good, Used items usually bring in more good trades, and keep the business moving. It really keeps "the machine" running.
One of the unique and cool things about DGS is the collection of over 500 vintage guitars and amps in a museum upstairs. There really isn't anywhere else that has a collection that comprehensive that's also open to the public.
The thought with this ad campaign was to encourage people to trade or sell their guitars, while also showing off some of the really cool vintage pieces we have in the collection, and maybe encourage owners of more rare pieces to trade or sell their guitars with the hope that they might end up on display in the collection. We mostly ran the ad in Vintage Guitar magazine, where the readers are obviously interested in the cool vintage guitars we showcased.
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This was the first ad I designed for the campaign. I used two of the more unique and cool guitars in the collection, and pulled the complimentary colors from the guitars into the rest of the design. I used complimentary colors on the other ads as well.
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I really wanted to give the typography a vintage and worn feel as well, so I took photos of some of the more worn guitars in the collection, and used pieces of the images to create wear and tear on the lettering.
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With this ad, I admittedly used two of my favorites in this ad. I also decided to do away with the border, as I felt it gave the design more flow and simplicity.
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I decided to make the background black on this one to differentiate from the other ads.