Case Study — SoloDallas

Solo Dallas: 360° Design

Problem
A growing guitar company needed a design upgrade after reconnecting with AC/DC.
Action
I worked with stakeholders and community members to curate the new experience.
Result
Consistent 360° design system across advertising, branding, mobile, web and products.
SoloDallas Storm pedal: black optical limiter with white lightning-bolt graphic, boost and output controls.
‘Instant Angus’ print ad for the Schaffer Replica pedal and tower, quoting Guitar Player magazine, with the Editors’ Pick award.
Ad featuring Nalle Colt of Vintage Trouble holding the Schaffer Replica, live with AC/DC on the Rock or Bust world tour.
‘Back in Stock’ campaign ad showing the Schaffer Replica tower and pedal with the Guitar Player Editors’ Pick badge.
Guitar Player magazine spread mockup: the ‘Urban Legend’ SoloDallas ad running opposite the Keith Urban cover story.
‘Urban Legend’ print ad: Schaffer Replica tower and Storm pedal over a 1977 photo of inventor Ken Schaffer at the Palladium.
Guitar Player spread: Schaffer Replica EX Tower review beside the R n’ F n’ R ad featuring Richard Fortus of Guns N’ Roses.
SoloDallas website on three phones: press archive, the Guitar Player cover story timeline, and an artist feature.
Responsive solodallas.com across desktop, laptop, tablet and phone, with classic-rock hero imagery and Storm product pages.
Tutorials section of solodallas.com on a laptop: gear, guitar and recording tutorial articles.
Storm artist series: guitarist Kristin Bidwell.
Storm artist series, second photo: guitarist with the SoloDallas Storm pedal.
Storm artist series, third photo: guitarist with the SoloDallas Storm pedal.
Storm artist series, fourth photo: guitarist with the SoloDallas Storm pedal.
SoloDallas product family: branded amplifier head and speaker cabinet with Schaffer Replica units and a trade-show banner.
Artist series: SoloDallas founder Fil Olivieri.
Artist series: musician from Sting’s band with SoloDallas gear.
Artist series: Simon Wright, former AC/DC drummer.
Artist series: Joe Bonamassa.
SoloDallas brand identity on a black guitar pick: SD lightning-bolt monogram and logotype.