Play Free

In March 2020, as the world hit pause and sheltered-in-place, Fender invited the world to pick up a guitar and play with three months of free virtual guitar lessons on the Fender Play app. The offer helped make guitar a new hobby for millions and Fender saw its biggest growth in sales volume in history.

Six months later, everything and nothing had changed. So Fender turned to us to shout that message with a whole new creative platform: Play Free. My task involved creating various lettering expressions for the campaign and exploring a design system that would tie it all togehter.


Design & Lettering

Creative Direction


Art Direction