Taylor Guitars has always been an upstart in an industry that prizes tradition. From the get-go in the 1970s, these guys were breaking norms and trying things no one else would ever dare: engineering slender, detachable bolt-on necks that are more playable. Imagining modern tooling and technology that’s had an industry-leading impact on virtually every aspect of the guitar-making process.

That “why shouldn’t we?” spirit also includes ensuring the future sustainability of ebony — one of many tone woods under threat around the globe, due to deforestation. So we put a creative wrapper around the effort, and called it the Ebony Project.

Scroll through the ads and read them, they’re pretty good.