Date Published (4.3.17)
Read Time 0 Min

BASIC's lead creative strategist Andrew Yanoscik explains how we completely reinvented the model of digital education to create a dynamic educational platform for Fender sales associate and retailers worldwide.

  • Work
Behind the Build: Fender Academy

Fender is a brand with a rich history of crafting perfect instruments built to inspire. Without doubt, anything with Fender’s signature must stand up to the reputation of the brand. In creating its new educational application, we aimed to better inform sales associates and completely reinvent the nature of digital education in doing so.

After extensive research and setting a strategy, we created a dynamic experience for Fender. Our educational platform teaches through enjoyable engagement that rewards users the more they progress. This approach encourages Fender’s sales associates and retailers to become more informed, and results have proved that our reinvented model of digital education has been successful.


Fender Musical Instruments Corporation is the world's foremost manufacturer of guitars, basses, amplifiers and related equipment. Fender has touched and transformed music worldwide and in nearly every genre: rock 'n' roll, country and western, jazz, rhythm and blues, and many others.


BASIC® is an experience design company that thrives at the crossroads of culture and technology. Combining human intuition with systematic thinking, its work in strategy, design, and digital transformation is recognized for challenging business convention alongside the world’s most forward-thinking brands.

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