For 2016, Sweetwater switched the focus for the promotion's identity to lifestyle photography and a strong, cohesive font and mark. To make an effective yet relatable mark, an illustrated ampersand made from a guitar cable was utilized. Intertwined with bold, clean type, this mark served as an anchor and a new era for Sweetwater's look. High contrast and high energy colors were chosen to reinforce the goals of the promotion.
A vast series of web banners were used throughout the online store as well as on the Sweetwater campus in Fort Wayne.
A major component of the campaign was targeted email. Each of the seven emails had a specific guitar theme, Rock, Metal, Country, and followed a beautiful and easy to read grid layout.
In addition to email and website exposure, Sweetwater promoted the sale on all our social media platforms. Sweetwater also had numerous affiliate advertisements and even take over pages on high traffic websites for guitar enthusiasts.
