In this project I reinterpret the brand identity for the music equipment company, Guitar Center. Part of this process was to transform the Guitar Center retail experience into an environment where local musicians can more conveniently collaborate and interact. This led to re-naming the company GC Garage, a reference to a typical practice space / workshop environment of its target audience, independent musicians. The logomark relates to an abstracted sound-wave, a theme that is repeated as a graphic element on collateral like labels, posters, and price tags.