Established in 1892, Harmony is the world’s most cherished musical instrument company. Acquired by BandLab Technologies and reintroduced to the world in 2018, Harmony carries a refreshed lineup of electric guitars, amplifiers and accessories that are inspired by the past, designed for the present and crafted to last into the future.
Brand Strategy (Brand Architecture & Product Naming)
I’m privileged to have christened the Comet, Harmony’s latest electric guitar. The naming process was thoroughly enjoyable, as I jumped straight into understanding this product and its USPs, benchmarked against competitor brands’ offerings, explored various themes before shortlisting potential names and establishing naming consistency between the Comet and existing guitars in Harmony’s lineup (Silhouette, Rebel, Jupiter and Juno).
Unveiled at the NAMM 2020 trade show, this guitar is set to take the music world by storm once it is available later this year.
Content Strategy (Content Creation)
As the first point-of-contact for new launches, I work closely with product managers, designers and marketers to identify the USPs of our new products and craft a content strategy that stays true to Harmony’s brand voice of being authentic, respectful and relevant.
Following that, I’ll move on to content creation, where I produce compelling copy for various channels — website landing pages and SEO, eDMs, print and digital ads, and e-commerce product descriptions.
Here are some examples:
Daniel Loy 