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Special Project

Special Project
From the 15th Annual Shorty Awards

Orangewood: Refreshing the Modern Guitar Brand

Finalist in Rebrand Campaign

Entered in Retail & E-Commerce


Orangewood is the leading eCommerce guitar brand reinventing the way people shop musical instruments. We officially launched in 2018 with one guitar collection and a big idea to create a community for the next generation of musicians. In the 5 years since our launch, we’ve introduced fifty new models, designed six premium guitar collections, and watched our favorite musicians tour worldwide with our guitars. In 2022, it was time for us to embrace our next phase as a brand, and we needed a refreshed brand identity that could evolve with us.

Our objective for our rebrand was to create a new webstore that could fully mirror the “in-store” shopping experience of a music retailer. As we introduce higher price point models, our customers need to inherently trust the quality and professionalism of our products without the opportunity to play the guitars before purchasing. 

Our new website had to be interactive and conversion-based, yet simple enough to avoid decision fatigue. Most importantly, our refreshed brand identity had to seamlessly communicate Orangewood’s evolution from a startup boutique to a mainstream guitar brand that can compete with legacy industry leaders. All of this needed to be communicated without losing our playful “new generation” ethos (or isolating our day-one audience).

Strategy and Execution

For a 360 º approach to our rebrand, we targeted three phases as part of the campaign strategy:


Phase 1: Refreshed Design System

Our in-house creative team began by updating our brand identity, featuring a transformed logotype, typeface, brand voice, and color scheme. The creative team focused on bringing more personality to the brand while staying true to Orangewood’s youthful and minimal aesthetics. The result was a polished and mature brand identity that could appeal to Gen-Z and millennials, as well as an older audience with a higher disposable income. 

During the design process, we had to consider how the rebrand translated across our webstore to the tangible products. Everything from accessory kits, hardcases, packaging, and headstocks had to be updated. The new logo was going to live front and center on our website – and on every physical guitar. And as any musician knows, a guitar headstock is one of the most iconic and memorable elements of any instrument. When rolling out our campaign launch, we’d need to be extra sensitive with our language so our rebrand wouldn’t devalue our first-generation models. 


Phase 2: An ‘In-store’ Experience, Online

As a digitally native brand, our web experience had to mirror the growth and maturity of our new design system. After finalizing our creatives, we started construction on our new website with accessibility and a mobile-first UXUI at the forefront of the redevelopment. 

New shopping tools included: simpler navigation, a compare models feature, a personalized quiz, an interactive buyer’s guide, accessibility options, new product photography, and robust filtering options on collection pages (see an example on our Highland Collection landing page here). We also launched our new lifestyle blog, The Tuner. From artist interviews to educational guitar tutorials, the Tuner was designed to be a go-to source for all things acoustic guitar. The Tuner would provide a significant SEO boost for brand visibility, as well as a space for our customers to return to post-purchase.


Phase 3: Campaign Launch 

To announce the evolution of Orangewood, we launched an awareness campaign across our communication channels, including email, social, and blog. Our announcement strategy focused on transparency and celebration. Using purposeful language like ‘refresh’ and ‘next chapter’, rather than ‘rebrand’, showcased the growth of Orangewood without isolating customers who’d grown attached to our first-generation logotype and headstock design. 

The content team worked closely with the developers and designers to produce communications that gave our audience a behind-the-scenes look into the design process. Our email and social content focused on hyping up our new educational tools to provide a safe, inclusive shopping environment for new players. For engaged fans, we produced a longform Tuner article to walk through the changes, using straightforward terms, so customers could understand the motivation behind the updates and take part in the celebration with us.


The following metrics were calculated after our rebrand campaign launched in February 2022:

Brand Awareness Metrics


Conversion Metrics


Entrant Company / Organization Name



Entry Credits