As an agency full of musicians, Punch understands how a guitarist’s brand should extend from the stage to the screen. We started with an in-depth discover session to ensure we capture the intricacies that make Abasi unique. After meeting with key stakeholders and researching competitors, we spent additional time familiarizing ourselves with the Abasi brand and sound. Once we had the necessary information, we began the design process. Two Punch designers delivered uniquely different designs — each capturing a different aspect of the Abasi brand. Beyond design, Abasi needed a more intuitive way for users to customize and purchase guitars. We developed an interactive, step-by-step form creating an engaging and logical experience for users. This enabled buyers to see their guitar as they built it, leading to a better overall experience.