Eastman Strings
Eastman Music Company is an instrument manufacturer that offers competitive prices without compromising on materials or craftsmanship. I was asked to redesign their Strings website which showcases their violins, violas, cellos, and basses to music instructors and other potential buyers. Their primary concerns were that they lacked a clear online brand identity and their website was incohesive and lacked crucial information. With this in mind, the client and I agreed to design a website with a level of professionalism that match the quality of their products to improve their online reputation and increase their email subscription rate.
Concept
Once I gained insight into the client’s marketing efforts, I dove into the concept phase. This allowed us to quickly get on the same page on visual elements such as typography, iconography, and color palette, the building blocks of the website. Since Eastman Strings desired a modern website to showcase their high quality yet affordable instruments, I aimed to bring string instruments into the 21st century while preserving their Baroque elegance through a clean, approachable, and elegant design style. For the typeface I chose Source Sans, a pleasant, readable sans serif, and kept the icons minimal, rather than cartoonish. 
For colors, I chose a bronze color reminiscent of the Baroque concert halls the instruments came to life in, as well as the beautiful hardware within the instruments themselves. I complemented the bronze color with a seastorm teal-grey to also balance the warm, red and orange tones of the instruments. Additionally, I explored different types of drop shadows to bring the instruments against the adaptable, modern grey background colors.
Desktop & Mobile Designs
I strategically placed compartmentalized content with image backgrounds to showcase the beauty of their instruments and tell the story behind their craftsmanship. I also drew from my musical background and represented the different levels of musicianship with music notes shorter in duration, which typically require more coordination to play.
