International rebranding projects are rare. Especially in the music world. The tightrope was defined by balancing the cool factor but with universal appeal. The solution seemed to come from the perspective of a garage band. Few things are more purely driven than that.

At trade shows people auditioned drum sets in front of posters of cheering fans. Never be the crowd. A strong, memorable trademark debuted in print and metal badging. And the brand has been growing ever since.