gibson guitars

creative director: jc estensen

copywriter: jc estensen

When the Bozeman-based acoustic division of Gibson introduced their new Acoustic Artists Series, it was truly a memorable moment. It was, after all, one of the first "affordable" models, geared at new or beginning guitarists, from one of the world's premier luthiers. While being somewhat of a singularity in that regard, the desire from Gibson was that it be thought of with the same legendary rockstar bravado as the renowned Les Paul models that preceded it. A series of statement-making, concert-style posters, borrowing rock and roll stereotypes, ensued.