Crafter guitars are a South Korean brand which has been sold in the UK since 2001. In 2013 I proposed a new lifestyle image for the brand which included a brand new UK dedicated website plus a new advertising campaign along with a greater social media presence. This has been expanded to merchandise, online competitions, printed literature and a visit to South Korea to see how Crafter guitars are made. The change in the brand presence was recognised by the music industry and I was interviewed for two trade magazines, MiPro and MIN, by the end of 2013. The project took less than 6 months to complete and is continuing to enjoy growing popularity and sales from the marketing push behind it.