Josh and I began talking about redoing his site quite awhile before I ever logged into his Squarespace account. He wanted to streamline the customer experience and reflect the new direction of his custom instrument business, and because of all of those pieces, there was a great amount of forethought. 

He very specifically wanted to highlight the aesthetic of his creations, and had wonderful photography to showcase his work. I wanted to make the site feel high-end and elite, without alienating the "window shopper". 

Choosing seriffed headers gave the site the "established" feel that I was looking for from the content. San-seriffed body copy balances the headers out so that the site feels approachable, while also increasing legibility. 

Finally, the flow of the homepage itself is designed in a way similar to that of a luxury car showroom: pretty pictures first, lots of invitations to learn more, and simplified pitches.