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Brian Paul Guitars is a boutique guitar shop that specializes in custom-built guitars and guitar repair. Brian contacted me for a redesign of his site after seeing my previous work online.

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Brian felt his site lacked the professional design and appeal that his brand needed to compete with the larger, more well-known guitar manufacturers. His brand needed a refresh and a site that could be used for purchases, luthier class enrollment, showcasing his custom-built guitars, and could be accessed by any device using the web.


My strategy from the beginning was to create a responsive site. At the time, responsive was just emerging as companies were beginning to see the importance of making their sites accessible to tablets and smartphones. Brian’s competitor’s sites had not caught on just yet, making his site responsive would help future-proof it to give him an edge on reaching his increasing tablet and mobile users early.

Aesthetically, I went for a clean, minimalistic look so we could feature Brian’s services and products as much as possible–without any distracting design elements that could confuse it’s usability. We hired a local, professional photographer to shoot the guitar photos in a studio to elevate Brian’s product showcase to give potential clients a better browsing and shopping experience.


In the end, Brian was able to increase his luthier class enrollments and guitar purchases by making it easier for people to do so from the comfort of their phone or tablet.