Orangewood

Orangewood is a next-generation guitar brand making exceptional instruments more accessible. Blending contemporary aesthetics with classic silhouettes, their guitars play and sound as beautiful as they look.

Founded in 2018, Orangewood entered the market as the new kid on the block up against legacy giants that dominate the space. What began as an acoustic-only DTC brand has since grown into a beloved maker of specialty and electric guitars, with a Los Angeles showroom and dozens of stockists worldwide.

I joined the team in 2019, in the early stages of the brand. Working closely with our co-founder, I've shaped and evolved the brand's visual identity from its earliest days into what it is today. In 2022, I led a full rebrand, establishing an official design system and brand guidelines. Since then, our creative team has continually pushed ourselves to create stronger and more impactful campaigns and web experiences as the brand grows.