Located in the Lace Market, Nottingham City Guitars offer an exclusive selection of high-quality used and vintage guitars, amplifiers and accessories. As Nottingham’s only purveyor of vintage guitars, they provide an array of workshop services from relicing and repairs to fretwork and set-ups, ensuring each guitar meets their customers’ bespoke needs.
Studio Seventeen has worked closely with Nottingham City Guitars for many years now, providing website, branding and print services. We worked collaboratively to explore their customer base and refresh the NCG brand identity, rolling this out onto a new website build. The website needed to exhibit their current stock and their comprehensive workshop facilities through a simplified and lightweight site build that would meet the requirements of the target audience. Their finished site is fully-responsive, accessible and optimised for all devices.
Nottingham City Guitars Branding
After exploring the brand values and target audience for Nottingham City Guitars, we developed a brand identity that fuses vintage guitar and amplifier elements, paired with bold colours that dominate the physical shop. With its industrial interior and distressed textures of leather and guitar paint finishes, the shop was a great source of inspiration for many of the brand elements.
Studio Seventeen researched into packaging of guitar effects pedals and signature amp interfaces, translating these into UI elements such as rounded card corners and guitar inlay and amp grill patterns. The overall feel is a retro nod to the products, paired with the visual language of the instruments.