DEVELOPMENT

Project  |  one

A blue electric guitar with gold accents placed on a colorful collage background featuring butterflies, angels, and vibrant art.
A bald man smiling and talking to another person at an event. He is wearing a black shirt with a wooden bead necklace and has a name badge. Background shows people and guitars on display.
Two people viewing a guitar artwork featuring palm trees and abstract designs on aluminum.
Men examining guitars on display at a music convention, one wearing a jacket with a Union Jack design.
Black and white image of an electric guitar on a decorative surface, featuring images of cherubs, butterflies, and a mustachioed man's face.

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

Rolls of brown leather and black fabric on a wooden table with teal and brown thread spools and brass hardware.
Close-up of a Cedar Creek custom case with gold latch, green leather, and brown handle.
Close-up of rolled brown leather sheets
Close-up of Cedar Creek custom case corner with a metal nameplate and leather handle.
Close-up of stacked leather sheets in various colors: green, beige, tan, and teal.
Close-up of overlapping layers of textured leather in black and white.

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

Cedar Creek Custom Case Shoppe logo with outline illustrations of various instrument cases. 
PRIMARY LOGO
Outline of various instrument cases in different shapes and sizes 
CASE SHAPE ICONS
Different font weights of "Lorem Ipsum" text for typographic examples. 
PRIMARY TYPEFACE

Developed color strategy, material sourcing, and color names unique to the TKL family of brands and designed cases with new material and color combinations.

PRODUCT DEVELOPMENT

Conceived and developed a variety of marketing assets for use in brochure, banners, price lists, trade show booth design, website, and more.

MARKETING ASSETS
Cedar Creek Custom Case Shoppe logo 
SECONDARY LOGO
Illustration of five different icons of guitar cases with various patterns and outlines, showcasing styles like layered, diagonal stripes, wavy, checkered, and molded edges. 
MATERIAL ICONS
Sample text: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor. 
SECONDARY TYPFACE

Conceived and executed photo shoot for all materials and marketing images. *All photos by Jamie Gale

PHOTO ASSETS DEVELOPMENT

Developed website: cedarcreekcases.com

WEBSITE

Project  |  three

Poster for Boutique Guitar Showcase enTour 2022 featuring partial images of two guitars, with logos for Cedar Creek, TKL, and D'Addario.
Belfry of Bruges and Jan Breydel and Pieter de Coninck statue in Bruges, Belgium, with people and flags in the square below.
Artistic composition featuring a guitar with red and black abstract designs, set against a collage of black-and-white images and red stylized textures.
Scenic highway through rocky desert landscape with cloudy sky
Acoustic guitar on black background with text "Boutique Guitar Showcase enTour 2023".
Two men in a guitar shop, one holding an electric guitar, surrounded by guitars.
Two people in a music store discussing a guitar, with various guitars displayed in the background.

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

Logo of Robinson Guitars with stylized guitar and text
Close-up of acoustic guitar body made from dark wood with glossy finish, highlighting the binding and grain pattern.
Close-up of a textured dark metal container with a rough surface.
Close-up of an acoustic guitar's soundhole showing a label with handwritten details, including a signature, date, and model number. Several strings are visible.
Close-up of a textured black metal cup

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

Robinson Guitars logo with stylized "R" and guitar strings. 
PRIMARY LOGO
Lorem ipsum text in serif font 
PRIMARY TYPEFACE

Developed website: r.robinsonacoustics.com

WEBSITE
R Robinson Guitars logo in black text on white background. 
SECONDARY LOGO
Text reading "MODEL 21 21-Fret Cutaway" on a white background with a faint abstract design. 
PRODUCT LOGO & PRODUCT SHADOW TREATMENT
Text example with "Lorem Ipsum" placeholder in fonts. 
SECONDARY TYPFACE

Artistic direction, coordinated with Chicago-based photographer.

PHOTO ASSETS DEVELOPMENT

Project  |  five

Poster for 'The Origin Story of Diego Vila and His Custom Guitars,' featuring a man with glasses holding a coffee cup, set in a workshop. Locations include Buenos Aires, Argentina, and Madrid, Spain. 'Now Showing' displayed at the bottom.
Electric guitar poster with text 'Laura Palmer Austral Guitar' in marquee-style display.
Poster of "The Austral Thelma, a Diego Vila custom guitar" in art deco style, featuring a vintage electric guitar.
Poster displaying a "Greta Garbo" Austral guitar made by Diego Vila, Madrid, Spain. The image shows a black electric guitar on a yellow and red background, framed with neon lights and labeled "Now Showing."
Red velvet tufted couch against a white brick wall with "Vila Custom Guitars & Basses" logo above it.
Vintage-style poster featuring a glittery electric guitar design by Diego Vila, titled 'Lillian,' surrounded by floral patterns, with 'Now Showing' text at the bottom.
Poster showing guitar with text "Joan an Austral Diego Vila Guitar" in neon frame.
Poster featuring "The Pola Austral Guitar," a Diego Vila production, with an electric guitar and "Now Showing" text.
Poster for The BrandoBass guitar by Diego Vila, featuring an abstract guitar design, styled like a movie poster, with 'Now Showing' text.
Close-up photo of a smooth, glossy surface with gentle curves and light reflections against a black background.

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