CASE STUDY: luthiers mercantile international

About The Client

Founded in 1996, Luthiers Mercantile International is a one stop shop for the guitar (and other stringed instrument) builder and repair person, featuring the world's broadest selection of tone wood, innovative tools, and essential shop supplies. Serving builders of all skill levels, from hobbyists to professionals and even manufacturers. Luthiers Mercantile prides themselves on having established relationships with their customers that last decades.


Luthiers Mercantile had eliminated their catalog, and most other marketing initiatives, several years back, and they were ready to launch the branding and marketing needed to increase sales, bring in new customers, and expand their position in the marketplace.


They needed help on all fronts: branding, marketing, and creative. A top to bottom makeover was needed, and when we go the call, we didn't fiddle around. We were tuned up and ready to rock 'n' roll.

Process & Results

After our kickoff meeting to determine the current state of Luthiers' business: sales, customer experience, digital marketing, customer profiles, website performance, and unique product selection, we set to work on a foundational Brand Study which allowed us to reimagine how all elements of the brand would work together. Armed with newly revealed brand attributes, we crafted their brand story, developed a mission statement and brand promise, defined "who we are" and "what we do," and identified target customer personas.


On the creative side, we reworked their logo, added a tagline, set up color palettes, and established typography styles, photography guidelines, and concepted a range of catalog designs.


On the marketing side, our initial business assessment identified the need for some overhauling. We established a best-in-class structure for annual and seasonal planning and set a marketing calendar that flows brand stories and key promotional events throughout all marketing channels and consumer touchpoints.


Our digital marketing audit exposed the need to completely restructure paid search campaigns, reset keywords, set an SEO development roadmap, and align digital brand assets across social, paid, and organic audiences.


With this solid foundation, Luthiers Mercantile International is able to continue (and expand) their position as the #1 source for acoustic guitar builders.