In the guitar world, there are users at all levels that each have unique desires and needs, from hardware to aesthetics, for their equipment. One of the main challenges for the RKS and Line 6 teams, was to design a product that could live in the guitar players’ multiple ecosystems, while still being relevant to the individual user. As the first guitar amp with the ability to provide users of all levels with the ability to go beyond amplification, the team of designers, engineers and marketeers, had to bridge the gap between consumer audio and guitar gear and create a design language that empowers and allows users at all levels the opportunity to listen to and create music.
To understand the complexity of the guitar world and amp users, the research team synthesized existing market research with interviews of musicians and immersed themselves within guitar culture. The research team analyzed the research to create key personas that touched on crucial pain points from aesthetics and function to set up and accessibility. In order for AMPLIFi to connect to all types of users, it had to bridge the gap between consumer audio and guitar gear.
The reinvention of the guitar amp required a design language that empowers and allows the opportunity to create music without worry of storage, or disrupting their space. Due to their visual design and size, amps are often banished to the garage or the closet space. AMPLIFI is designed to be accessible at any moment and requires minimal setup. With a recessed interface to allow for easy storage, AMPLIFi purposely lacks the line 6 badge (which usually indicates guitar amp) to allow it to blend in offices, dens, living rooms and more. Beneath the exterior, the guitar amp is outfitted with a five speaker stereo design plus Bluetooth and tone matching technology. Small in size, considering its big sound, AMPLIFi delivers a guitar amp, high fidelity Bluetooth stereo and cloud technology for instant gratification without complication.
- Paul Foeckler, President & CEO Line 6
Leading the wireless analog-to-digital transition for musicians everywhere, history has shown Line 6 has been at the forefront of music innovation. In the past, their revolutionary technology has led to some inspiring innovations and amazing collaborations with RKS on products such as the SoundStage L3t speaker and the Sonic Port.
Line 6 and RKS have once again turned the guitar world upside down with AMPLIFi, continuing to take the advancement in guitar accessories to the next level.
In order to better understand the diverse and complex world of guitar player personas, the RKS team immersed themselves into Line 6’s world of advanced digital and acoustic engineers, all practicing musicians. The collaboration and Psycho-Aesthetics allowed the teams to further understand what drives guitar players, impassions them, and what their critical pain points really were. “A large part of the challenge for the teams was to develop a design language for a guitar amplifier that can co-exist with consumer electronics, which until now has never happened” remarks Lance Hussey, creative director of RKS.
Our team drew upon our insights that the most vocal group of guitar players out there are all about serious, professional gear that could advance their playing time quickly and seamlessly. From the hobbyist who has a family to the teenager dreamer or the old nostalgic, their needs for a simplified amp drove the conversation time and time again. Our teams were then able to create key ecosystem personas, synthesizing the information with existing market research, ultimately identifying the design and branding opportunity zones for Line 6.
Because AMPLIFi exists at the intersection of the consumer audio and guitar gear worlds, the design team carefully selected elements from each ecosystem while still creating an entirely new type of amplifier. “A design with multiple personalities requires careful thought and consideration given that industrial design conveys intent though visual language. How do you create a design that marries the advancements in technology, harnesses cloud technology, provides a universe of options for the player and serves as an icon of their love of music, all simultaneously?” commented Ravi Sawhney, founder of RKS.
Often banished to the garage or the closet space because of their visual design and size AMPLIFi was designed for hassle-free storage as well as quick and simple set up. Unlike traditional amps, the amplifier’s form was reduced to a highly graphic, monolithic interpretation of the guitar amp. AMPLIFi is equipped with a recessed interface to allow for easy storage and purposely lacks the line 6 badge (which usually indicates guitar amp) to allow it to coexist with other electronic products in offices, dens, living rooms and more. The subtle detailing, lowered knobs, and LED enhanced touch points evoke the minimalism and clean design of contemporary audio products. Located near the guitar input on top is the Ready to Rock icon, which remind users that the AMPLIFi is ready to jam when they are.
In combination with its stress-free set up design, AMPLIFi is equipped with state of the art technology that gives users at all levels the chance to jam at a second’s notice. AMPLIFi eliminates the need for multiple pieces of gear by combining the separate stereo and amp which, in the past, players would have to use in order to play along with their favorite artists. Underneath the sleek aesthetic, AMPLIFi is equipped with an innovative 5-speaker design that delivers massive, full-range, stereo sound as well as high-quality audio playback. Bluetooth capability enables users to listens to their own music without any annoying cables.
AMPLIFi also empowers users by giving them access to a collection of over 200 classic amps, cabs, stomp boxes, and studio effects allowing them to create their own unique sound instantly. “Design research is the vehicle that connects us with consumers’ needs and aspirations which then develop into design insights. AMPLIFi is a glowing example of how collaborative work between a consulting design team and an internal team can result in market disruption.” comments Harnish Jani, RKS research and strategy director.
A big thank you to Line 6 for providing the wonderful photography.
