Defining what makes a brand truly rock

Gibson guitars has been in business for over 130 years, and is loved globally for producing the world's best guitars. Modus helped define exactly why that is, the core message of the brand, and how to express it visually and verbally in a consistent, repeatable, and powerful way in the company's first comprehensive brand book.

Working closely with brand leadership at Gibson to tap into the history and heritage, we defined and documented a brand system and architecture that honors the past while propelling the brand and its many subsidiaries into the future.