Miyazawa Flutes

THE COLORS OF SOUND

The Creative Brief

Established in 1969, the Miyazawa flute stands as the gold standard of professional flutes. Handcrafted with meticulous care and attention, Miyazawa flutes are the preferred instrument among artists worldwide. Miyazawa (U.S.) asked Creative Mellen to develop a compelling, user-centric website that would better reflect the capabilities of their groundbreaking flutes, which sport the most-advanced mechanism design on the market.

The Strategy

We partnered with Miyazawa Flutes in a website redesign to freshen the architecture and modernize the design. With new images, content (SEO focus), and improved navigation, we created an overall better user experience.

Because musicians who play Miyazawa flutes produce music that “sings with a rich variety of color,” we began by brainstorming and art directing new product photography based on this color brand theme as the new design’s foundation. Key areas we wanted to highlight included the beauty of the instruments, innovative mechanism design, artists across the globe who play the flutes, and multitude of compelling reviews users share about the flutes and the company.

One challenge was how to feature these beautiful instruments large enough to see the fine craftsmanship that goes into them. By using parallax and other scrollable elements, we were able to display the detail while giving users the ability to see the entire flute.

The award-winning website we developed conveys the high quality of instrumentation and service Miyazawa provides its customers. We also adapted the colorful flute images into marketing posters that can be downloaded for print.

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