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Based in Sparta, Wisconsin, luthier McPherson Guitars crafts made-to-order guitars from both wood and carbon fiber. Wanting to highlight its new carbon guitar line, as well as connect it to its existing line of wood guitars, McPherson tapped multidisciplinary design firm Duffy for a rebrand, including a new site. Duffy’s site design elegantly ties together McPherson’s two lines while making the experience all about guitars; the navigation header includes a submenu that directs visitors to the luthier’s entire guitar offerings with a simple hover effect. Launched formally for the 2017 National Association of Music Merchants’ trade show in Anaheim, California, the site communicates the differences between carbon and wood guitars and how, though the materials are different, each guitar is very much a McPherson. Keeping in mind that McPherson is poised for growth, Duffy created its site in WordPress to ensure flexibility and scalability, enabling McPherson to add new wood options or an entirely new line of guitars—if that’s where the luthier’s committment to quality guitars takes it next. 

mcphersonguitars.com

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