Ernie Ball Brand Refresh


Founded in Southern California in 1962, Ernie Ball is the world’s leading manufacturer of electric, acoustic, bass guitar strings featuring an incredible roster that includes names like Paul McCartney, Jimmy Page, Slash, Keith Richards, Angus Young, Metallica, and more. In 1984, Music Man was incorporated under Ernie Ball’s brand and today has shipped high-quality guitars and basses to more than 70 countries.

The challenge: We were asked to update and unify the Music Man and Ernie Ball brands in a cohesive design language, reflecting the new technology in strings and accessories, still paying homage to Southern California rock culture. Our system needed to be scalable and internationalized, shared with distributors worldwide.

The solution: The first step was creating a visual style guide that included modern typography, photo styles and treatment, and a color palette based on the Day-Glo colors Ernie originally used on the packaging of the Slinky string line. We then showcased the artists up-front, reinforcing the musicians’ connection with their heroes, and invested heavily in product photography and 3D renders. We created key-art ads to support product launches published in the major music magazines and executed across different media, from video to social and digital advertisements. The campaigns developed culminated in the NAMM Show 2016, the world’s largest trade-only event for the pro audio industry, sending a solid message that Ernie Ball leads by offering legendary tones aligned with the technology of the 21st century.

Ernie Ball Brand Refresh


Founded in Southern California in 1962, Ernie Ball is the world’s leading manufacturer of electric, acoustic, bass guitar strings featuring an incredible roster that includes names like Paul McCartney, Jimmy Page, Slash, Keith Richards, Angus Young, Metallica, and more. In 1984, Music Man was incorporated under Ernie Ball’s brand and today has shipped high-quality guitars and basses to more than 70 countries.

The challenge: We were asked to update and unify the Music Man and Ernie Ball brands in a cohesive design language, reflecting the new technology in strings and accessories, still paying homage to Southern California rock culture. Our system needed to be scalable and internationalized, shared with distributors worldwide.

The solution: The first step was creating a visual style guide that included modern typography, photo styles and treatment, and a color palette based on the Day-Glo colors Ernie originally used on the packaging of the Slinky string line. We then showcased the artists up-front, reinforcing the musicians’ connection with their heroes, and invested heavily in product photography and 3D renders. We created key-art ads to support product launches published in the major music magazines and executed across different media, from video to social and digital advertisements. The campaigns developed culminated in the NAMM Show 2016, the world’s largest trade-only event for the pro audio industry, sending a solid message that Ernie Ball leads by offering legendary tones aligned with the technology of the 21st century.

Music Man Modern Classics print ad

Photo Treatment

Old Smoothie Stingray Bass - 40th Anniversary Seal

Ernie Ball Music Man Stingray Oldie Smoothie 40th anniversary seal
Ernie Ball Music Man Stingray Oldie Smoothie 40th anniversary seal headstock

Old Smoothie Stingray - 40th Anniversary Seal

Ernie Ball Music Man Stingray Oldie Smoothie 40th anniversary seal
Ernie Ball Music Man Stingray Oldie Smoothie 40th anniversary seal headstock

Website Redesign

Ernie Ball Responsive Website Redesign

Packaging Line

Ernie Ball Accessories ultraflex cables packaging design

NAMM Show Booth