For decades, Monster Prolink cable was the undisputed, go-to premium cable line for musicians. But as was the case with many legacy brands, a big refresh was needed to align with the tastes and shopping habits of the next generation of artists.
THE BRIEF: Refresh the category with a new product line, a complete redesign of all marketing/sales collateral, and the creation of a go-to-market strategy to support the global relaunch.
The campaign was focused on rebuilding trust with lost customers as well as engaging new musicians who were unaware of the company’s history. An artist-based marketing strategy focused on the stories and experiences of working musicians around the world. These ambassadors passionately evangelized the brand by spreading the word with custom content through social media networks.
ROLE: Art Director/design, Brand Manager, Product Manager, Photographer