A NEW CHAPTER The renewed identity comes at a moment of meaningful momentum for Baggs. “We have developed a new acoustic guitar pickup system called the HiFi DNA and it’s another qualitative leap,” Lloyd said. “The original and great HiFi has been our primary, most successful pickup recently. It has the same feedback resistance of an undersaddle pickup, but it sounds so much more lifelike and makes an undersaddle pickup unnecessary. The HiFi DNA features an upgraded sensor plus a dedi- cated Class A, all-discrete studio-grade preamp for each of the two pickups.”
but also the artists, dealers, customers and players who have helped shape the brand over the past five decades. To officially introduce the refreshed iden- tity, Baggs hosted an industry party on Aug. 27, at Carter Vintage Guitars in Nashville, Tennessee. The event gave members of the music industry a first look at the company’s new website and the revitalized brand. “We went with ‘Baggs’ as the name to reflect a bigger story about the family,” said Jennifer Luckett, creative director of Baggs. “This is about all the artists that use the products. This is about the employees that are in the company that are actually family. There are so many people in the business that are either related or married or have been together for 30 years. The brand becoming Baggs opens it up to everybody that’s made Baggs what it is, and also just makes it easier for the industry to use the name. It had a lot to do with empathy for the people outside of us and an inclusion for the people within.” According to Lloyd, the refresh is intended to communicate that Baggs is still the same company, with the same leadership, principles and values driving its work. “We’re just losing the ‘L.R.’ to make it more inclusive,” Lloyd said. “We’re a family-first company, and as Jenny said, we have four mar- ried couples within our business, and lots of cousins, nieces, and nephews, and we have some people that have been with us for 30 years. The only thing that’s changing is that we’re making it easier for our customers to find us and get help. We’re showing the public more of who we are today than who we have been.” As part of the rejuvenation, Baggs also took a close look at how its visual identity and outward-facing communications rep- resented the work happening behind the scenes. For Luckett, the rebrand became an opportunity to examine the company from the inside out. “It was time to do a full inventory of who we are as a company, how we want to present ourselves, how we want to look and then really modernize it,” Luckett said. “We wanted to make it beautiful and intuitive, and give customers a really wonderful experi- ence getting the information that they need about our products. It was a very natural progression to have done this.” “We’ve always been a rather organic com- pany, so this grew out of wanting to pres- ent ourselves better and help our customers, and it’s been a thrilling ride,” Lloyd added. “We’re modernizing our look and our feel to bring our public-facing communications to the level that we put into our products.”
The product announcement arrives along- side a new exclusive agreement with Gibson. Under the agreement, the Baggs HiFi DNA pickup systems will be featured on Gibson’s top models, with the two companies also collaborating on efforts. “This refresh feels like we’ve expanded our toolkit, giving us more ways to tell our story more effectively,” Lloyd said. “With the launch, the combination of the partner- ship, the new technology exclusive with Gibson, the new website, the launch party, this will be a great, gleeful surprise for the industry.” MI
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