Iconic + Individual: Fender Custom Guitars
In the world of custom products, shoes reign large. In part because their complexity is a good match for product customization. Companies like Sperry are offering fans more than 10 colors of completely customizable leather uppers as well as their choice of thread, eyelet, outsole colors, and more than 15 lace color options.
It’s that complexity that makes Fender a natural for customization, which re-launched June 2016, and what made designing the new Mod Shop such an interesting project for the Fluid creative team.
EXPERIENCE IT NOW: Fender Mod Shop
“Projects like the Mod Shop are quite extraordinary as you need to protect one of the world’s favorite brands while visually layering new ideas onto it that make it both iconic and individual,” said Michael Janiak, Fluid’s VP of Creative.
- Fender is creating authentic personalized experiences, product customization being the most important representation of the relationship between brand and customer.
- Clear and simple customer journey, allowing the customer to always know where they are throughout the purchase decision.
- Fluid’s unique approach to 3D modeling and advanced imagery allows the musician to see their custom design from all angles, as they build it. This same capability also enables Fender to quickly introduce new or limited edition colors and patterns and materials.
- The Mod Shop uses Fluid’s enhanced performance to ensure that the customer gets immediate views of configuration.
It’s that complexity that makes Fender a natural for customization and what made designing the new Mod Shop such an interesting project for the Fluid creative team.
Fender Mod Shop Tutorial