Matt and his team felt strongly about the story behind their products, as each product is hand crafted using Spanish construction methods, it was imperative the user experience really emphasised construction and the product themselves, no bull-shit.

An issue with a lot of eCommerce stores is they jumble a whole heap of savings, sales and other irrelevant items in your face. I wanted to cut all that back, and made the website itself feel it was hand-crafted.

The experience for checkout was custom-designed and thought-processed for a musician, as well as a site-wide navigation system that allows you systemically view each guitar with a hover.