DEVELOPMENT
Project | one
THE NAMM SHOW’S
BOUTIQUE GUITAR SHOWCASE
“Jamie was instrumental in helping us envision a new way for luthiers to engage with a global media and buying audience at NAMM Shows. He is a consummate professional, always applying a creative, forward-thinking, solution-oriented approach to any task at hand. He has been a great asset to the NAMM team.”
– NAMM
PROJECT BRIEF
Conceive and design a concept that helps artisanal guitar makers engage with a global media and buying audience within the context of the NAMM Show.
2016 TO PRESENT
Curate an annual collection of unique, world-class guitars that contribute to the conversation of the guitar, along with their makers, in a space that elevates the craft object and the industry that supports it to the benefit of the global musical instrument industry. Conceive and design a concept that helps artisanal guitar makers engage with a global media and buying audience within the context of the NAMM Show.
CLIENT : National Association of Music Merchants (NAMM)
A not-for-profit organization that facilitates the musical instrument industry and organizer of the world’s largest musical instrument trade show. In operation for more than 120 years, the 2020 show drew an attendance of 117,000+ visitors from 37 countries.
LOCATION : CALIFORNIA, USA
WEBSITE : NAMM.ORG
Project | two
CEDAR CREEK
CUSTOM CASE SHOPPE
“Jamie passionately converts visions into reality…”
Tom Dougherty | Founder TKL Products Corp.
PROJECT BRIEF
Rebrand the Cedar Creek Custom Case Shoppe brand.
2021 TO PRESENT
Curate a fresh aesthetic for the custom case division with a 35-year history, including logo re-fresh, icon development, website, marketing materials, and curating a unique color pallet in high-quality materials for their bespoke clients.
CLIENT : TKL Products Corp
TKL Products LTD. is the leading supplier of hard and soft cases to the world’s music makers, retailers, distributors and manufacturers. Founded in 1984, TKL LTD. is a second-generation, family-owned company with headquarters, R&D, and manufacturing in the Richmond, Virginia, area and numerous partnerships throughout North America and around the world.
LOCATION : VIRGINIA, USA
WEBSITE : CEDARCREEKCASES.COM
PRIMARY LOGO
CASE SHAPE ICONS
PRIMARY TYPEFACEDeveloped color strategy, material sourcing, and color names unique to the TKL family of brands and designed cases with new material and color combinations.
PRODUCT DEVELOPMENTConceived and developed a variety of marketing assets for use in brochure, banners, price lists, trade show booth design, website, and more.
MARKETING ASSETS
SECONDARY LOGO
MATERIAL ICONS
SECONDARY TYPFACEConceived and executed photo shoot for all materials and marketing images. *All photos by Jamie Gale
PHOTO ASSETS DEVELOPMENTDeveloped website: cedarcreekcases.com
WEBSITEProject | three
BOUTIQUE GUITAR SHOWCASE
EN TOUR
“We’ve been a proud supporter of the growing Boutique Guitar Showcase since its inception. Jamie and his team attract the best in the business and execute their events and programs with an industry leading high standard of quality and professionalism. Partnerships of this kind are hard to come by and we are honored.” Chris Griffiths, CSO. D’Addario & Co.
PROJECT BRIEF
Conceive and design a concept that helps artisanal guitar makers, boutique retailers and their customers engage with valuable and incredibly rare unique, world-class guitars on a global scale.
2017 TO PRESENT
Curate collections of unique, world-class guitars that contribute to the conversation of the guitar, and tour 25+ cities in more than 11 countries annually, by partnering with the world’s top boutique retailers and musical instrument industry sponsors.
CLIENT : Global Boutique Guitar Market
LOCATION : 25+ Cities | 12+ Countries | North America, Europe & Asia
WEBSITE : boutiqueguitarshowcase.com
Project | four
R. ROBINSON
ACOUSTICS
“Jamie seems to know everyone and everything about the guitar industry. Because of his experience and position, I can think of no person more qualified to work with when it comes to business development or the marketing and of our beautiful instruments. I have enjoyed and benefited greatly from his input and guidance and I hope to continue. In short you won’t go wrong working with Jamie and his creative team, they are top shelf.” – Robert Robinson | Luthier
Brand and business development of the boutique guitar company, including company philosophy, design restrictions, business strategy, marketing assets, and website.
PROJECT BRIEF
2021 TO 2024
Guide client through processes designed to deepen understanding of their unique offering and future legacy, intended to result in a business that functions well and is deeply satisfying
LOCATION : CHICAGO, USA
WEBSITE : RobertRobinsonAcoustics.com
PRIMARY LOGO
PRIMARY TYPEFACEDeveloped website: r.robinsonacoustics.com
WEBSITE
SECONDARY LOGO
PRODUCT LOGO & PRODUCT SHADOW TREATMENT
SECONDARY TYPFACEArtistic direction, coordinated with Chicago-based photographer.
PHOTO ASSETS DEVELOPMENTProject | five
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DIEGO VILA
GUITARS
Working with Jamie is always very enlightening for me. Not only does he have a unique knowledge of the modern guitar scene and trends, but he is a great help in reflecting on one’s own work. With his advice I have been able to rationalize the aesthetics and characteristics that make an instrument unique, and from there, express in a better way a distinctive, sincere, convincing and coherent proposal.”
Diego Vila | Luthier
PROJECT BRIEF
Brand and business development of boutique guitar company, including company philosophy, design restrictions, business strategy, marketing assets, and website.
Guide client through processes designed to deepen understanding of their unique offering and future legacy, intended to result in a business that functions well and is deeply satisfying.
PERIOD: 2020
LOCATION : MADRIS, SPAIN
WEBSITE : DIEGOVILAGUITARS.COM