In a market dominated by two major brands – Fender and Gibson – how can Yamaha use its main advantage, agility, to innovate and craft it’s own section of the market.

I was part of the 2 man team tasked to re-think the design strategy of Yamaha Guitars. By talking to key stakeholders in the guitar market such as players, buyers, artist relation managers and reviewers the team completely re-thought the Yamaha guitar development process from the ground up. The new strategy was then put to the test by creating the next generation of guitars in close collaboration with the Yamaha design teams in Japan and LA.

The result – Revstar