Client: Mercury Magnetics
Item: Global identity and branding -- from the ground floor

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The industrial... complex... and functional design may look cluttered and unusual... but it is intentional. This campaign delivered 5X growth to Mercury's guitar amplification division, between 2006 and 2011, at a time when most businesses were struggling. Interestingly, the unusual approach generated an unprecedented amount of "fan" mail, email and phone calls to Mercury. Ads were testimonial-based but featured eccentric visuals, and were rotated each month in a popular music trade publication. Often the ads also featured educational tid-bits regarding Mercury's products designed to increase technical awareness within its intended market. Today, Mercury is recognized as the world leader and its components can be found in virtually all top guitar players' collections.