Not only did the ‘Number 1 musician’s superstore’ not cut it. But it was not the Andertons their fans saw. Having unearthed Andertons’ provenance and articulated their purpose, Pull leveraged the iconic history of the world Andertons were immersed in. The world of Gibson, Fender and Marshall amps, to craft a new logotype and identity that faithfully reflected Andertons’ storied provenance and true personality.
The new identity was extended throughout the Andertons online and offline estate from staff uniforms and a complete store re-fit, to a new ecommerce site, social media sites and merchandise including T-shirts (proudly worn on Andertons TV and by artists like Eric Gales, Paul Gilbert and Steve Vai).