Heritage Amplified. Relevance Rebuilt.

A heritage product reborn through modern storytelling, media strategy, and creator amplification.

When VOX prepared to relaunch the iconic Hand-Wired amplifier series, it wasn’t just another product launch; it was an opportunity to reintroduce one of the brand’s most beloved lines to a new generation of players. I played a key role in shaping how the relaunch showed up across creators, publications, media channels, and retail partners, ensuring a modern, high-impact rollout worthy of the VOX legacy.

Announced as a teaser at NAMM 2024, this product generated a lot of buzz and excitement among long-time VOX fans and new players. However, after a year of no stock, the Handwired line needed more than a standard go-to-market plan; it needed to feel reborn. I led creator partnerships, media amplification, and press coordination to modernize the way a legacy product line showed up in the market. Working across the strategic timeline (as outlined in VOX’s rollout plan), I activated influencers, secured editorial reviews, managed paid media, and aligned messaging across channels to rebuild momentum for the AC4, AC10, AC15, and AC30 reintroductions. Working with creative, sales, and product teams, we developed a campaign that unified legacy storytelling with modern marketing, authentically positioning VOX as both historic and culturally relevant.

With 8+ creator partnerships, 40% lift in social engagement on VOX-owned channels, and 150+ pieces of organic, earned content, the result was a multi-phase relaunch that generated renewed demand, expanded visibility, and positioned the Handwired series as one of VOX’s most anticipated product families.