SHEERAN BY LOWDEN
Creating a global guitar
MAKING A GUITAR THAT MAKES A DIFFERENCE
When George Lowden and Ed Sheeran got together to make a new guitar, they knew it had to break the mould of anything that was on the marketplace anywhere in the world.
‘Sheeran by Lowden’ was an idea based on the friendship and collaboration that had built up between the two over many years as George had hand-made Ed’s recording and live guitars.
TWO MASTER CRAFTSMEN, ONE SHARED BELIEF
What brought both men together was a shared belief that an affordable guitar shouldn’t have to be of a lower quality. And if done to the same level of detail that Lowden puts into everything, that it would inspire more kids to pick up a guitar, write songs, sing, busk, vlog… whatever they want to do.
The vision was set. And that was when they asked us to build a unique brand and compelling brand story that would work in hand with Ed Sheeran’s own brand and with Lowden Guitars existing brand, creating an irresistible draw for aspiring musicians the world over.
BORN TO PLAY
They built an affordable, world class guitar for any aspiring musician who dreams about the chance to write a song on at home or thrash the life out of at a gig.
Just like you…this guitar is ‘Born to play.’
Riffing off our positioning, we built a strings and fret brand system to reflect the unlimited creativity, innovation and voice that this guitar can unleash. Our flexible and playful creative allows for the creation of powerful, exciting and engaging multi-channel communications that can be different every time – but always distinct to our brand.
A SPECIAL APPEARANCE
NAMM, California, one of the world’s largest music trade shows, was the setting for the launch. The stage set for the unveiling of a unique collaboration between two master craftsmen, with a shared belief.
Thanks to a top-secret gig from Ed Sheeran himself, the media interest and pre-sales were given an almighty boost and ‘Sheeran by Lowden’ guitars continue to be the instrument of choice for the aspiring artist.