LINE 6

— President &CEO of Line 6

A smart, high-performance guitar amp to harness the sound of your favorite guitarist.

What We Did

The team worked with Line 6 to develop and launch a new line of Guitar Amps that blended guitar gear and a consumer electronics device. Amplifi was designed to blend into offices, dens, and living rooms so that it can be accessed at any moment. 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. This collaborative development led to the largest order in guitar center history, selling out in 2 weeks, leading to an acquisition by Yamaha.

Psycho-Aesthetics™

Product design is more than just winning awards; it’s about creating emotional connections between the product and the user. Our human-centered approach, Psycho-Aesthetics, helps us understand and quantify these connections. Our design firm uses it to create innovative products, technologies, services, brands, and more. We aim to create solutions that are relevant and impactful, using our approach to grow our clients’ businesses. With Psycho-Aesthetics as our foundation, we work with clients to establish a common language that can be used throughout our relationship. We found that the opportunity zone for Line 6 was in the enriched quadrant providing higher levels of interactivity and self-actualization than the competitive set. Here we wanted to provide musicians with the tools and functionality to meet their needs and create an experience that increases dynamic empowerment.

We identified the perfect balance between form and function, ensuring that the Amplifi Guitar Amps not only looked visually appealing but also delivered high-quality performance. Equipped with a five-speaker stereo design, Bluetooth connectivity, and tone matching technology, this compact device exceeded expectations by delivering a rich and immersive sound experience. The culmination of our industrial design expertise, research insights, and strategic approach resulted in a product that captured the hearts of guitar enthusiasts worldwide.

Our Psycho-Aesthetics research methodology allowed us to understand the evolving landscape of guitar gear and consumer electronics, enabling us to create a product that truly resonates with musicians and seamlessly blends into any environment. We explored the desires and expectations of guitarists, seeking to uncover unmet needs and areas for improvement. By immersing ourselves in the world of guitar amplification, we gained a comprehensive understanding of the evolving market trends and emerging technologies. Armed with these insights, we were able to shape the vision of the Line 6 Guitar Amps, ensuring they not only delivered exceptional sound quality but also embraced the convenience of modern connectivity.

The remarkable success of this collaborative development manifested in the largest order ever recorded in Guitar Center’s history, with units selling out within a mere two weeks. This unprecedented achievement not only solidified Line 6 Amplifi’s position in the market but also led to its acquisition by Yamaha, a testament to the innovative nature and exceptional quality of our work. Our ability to seamlessly integrate industrial design, strategy, and research has propelled us to the forefront of the industry, setting new standards in guitar amplification and consumer electronics.

Our ability to create innovative products that exceed expectations and resonate with musicians and music enthusiasts sets us apart from the competition. At RKS Design, we go beyond simply meeting industry standards—we strive to redefine them. Our team of passionate designers, engineers, and strategists collaborate closely to understand the needs and desires of musicians, crafting solutions that elevate their musical experience to new heights. With an unwavering commitment to excellence and a deep appreciation for the artistry of music, we infuse creativity and cutting-edge technology into every project we undertake.