Custom Guitars




Custom Guitars

JJL Guitars

Project brief

Image was key. The website needed to reflect the high-end design and specification of the instrument and be, first and foremost, a visual experience. The images of the guitars needed to be centre stage, written content needed to be kept to a minimum and not distract from the guitar itself and there had to be an element of ‘discovery’. The website had to be a talking point and generate interest and discussion from users.


There was no specific target market and due to the design, materials and engineering the guitars retail for $50,000 so they are outside the price tag of most people. We needed to create a website that would generate interest from guitarists in general, even those who would not be able to purchase one, and suitably reflect the high-end specification of the instruments themselves. Building something interesting, slick, elegant and polished was the order of the day.


We worked closely with Jeremy as he had firm ideas of how he wanted to promote his instrument. We opted for large, impressive images and included invisible elements containing further information that could be ‘discovered’ and engaged with. This has created the required ‘visual experience’ but with the option to find out more about the instrument and its construction and development without any page clutter distracting from the beauty of the guitar.


Initially minimal in appearance we created a stunningly visual landing page where visitors can scroll through numerous images of the guitar. Invisible hot spots activate popups of information about components creating the ‘discovery’ element of the brief. Other pages go in to more detail about the development of the guitar, how to order and there is a social media stream which is being well used by followers of JJL Guitars.

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