Guitar Adoption Center

Guitar Center | Spec Work

How do you make buying a used guitar feel like a first choice instead of a budget compromise?

Make it a rescue instead of a discount.

A man in a checkered shirt and jeans bending down outdoors to pick up a purple guitar pick. There is a black and silver electric guitar floating in the air nearby, with trees and a clear sky in the background. Text on the image reads 'Guitar Adoption Center' and 'Find Shredder his forever home. Shop the largest selection of pre-owned guitars nationwide.'
A young man sitting on a wooden floor, smiling and holding an acoustic guitar, in a cozy living room with a sofa and cushions behind him, promoting Guitar Adoption Center.
An acoustic guitar leaning against a shelf filled with various colored books at a guitar store. The store's logo and tagline promoting guitar adoption and sales of pre-owned guitars are overlaid on the image.

What It Sounds Like to Know Guitar

Guitar Center | Spec Work

How do you turn Guitar Center employees’ reputation for being know-it-alls into a reason to shop there?

Show that the nitpicking is how they care.

A man with long brown hair and a beard, wearing a black zip-up jacket, standing in front of a blurred background of guitars and warm lighting, with overlay text and a guitar logo in the upper left corner.
A man with glasses and earrings, wearing a checkered shirt, standing in front of a blurred background of guitars and musical instruments at Guitar Center. Overlaid text reads: "George is not ‘underrated’. He was in the biggest band ever, and I’ve received a lot of praise for his songwriting from the late ‘60s through the late ‘70s. You’re getting the right guitar. Come in. Ask questions. We’ve got you."
A man with glasses and a goatee looking at the camera, standing in a store with guitars hanging on the wall behind him. The image contains the Guitar Center logo and text about the history of Epiphone guitars and a promotional phrase encouraging customers to ask questions.

Home of Dun-dun-DUN

Guitar Center | Spec Work

How do you make guitarists feel like they belong to a club that gets it?

You speak their language, so getting the joke is the membership.

A guitar store display with various acoustic guitars hanging on wooden walls, and the text 'Home of Dun-dun-DUN Dun-dun-DA-dun Dun-dun-DUN Dun-da' overlaid on the image. The Guitar Center logo is visible in the bottom left corner.