John R. Waddle, Luthier

Photography / Print Design / Web Design

  • John R. Waddle requested an ad for his luthier shop.

  • The art direction for this client was to grab the attention of the viewer by letting the imagery do the talking.

  • The first ad was printed in 1,500 copies of Suzuki Association of Minnesota Recital programs.

  • The ad was then resized for an issue of String Notes: The Journal of the Minnesota String and Orchestra Teachers Association.

Final ad printed in the Suzuki Association of Minnesota program.

Low fidelity sketches of possible text placement as well as logo design.

Website mock-ups for potential continuation of the new art direction.

Photos I took during a shoot documenting the crafting of a cello also made it into a limited edition book chronicling the process of making the instrument from idea to completion.

With precision, the luthier lightly taps the blade of the plane into the body.
A wide shot the work bench showing books, scales, and other measuring tools. All along the top of the, hanging from the ceiling are violas and violins.
A close-up of three small wood planes. Each plane is no wider than a pencil. Curls of saw dust lay all around the planes as the sit on their sides.
A still shot of the luthier blowing on the cello body to clear the saw dust. In his hand is a sharpe metal scraper.
The luthier blows dust free of the area that he is shaving.
Looking over the left shoulder of the luthier, he carefully is scrapping the edge of the cello back as it sit in a mold to hold it still.
Looking over the shoulder as the luthier looks down upon a violin. With a brush in his right hand, he is carefully adding small touches of varnish to the instrument.
Camera angle faces faces up as the luthier looks down upon a violin. With a brush in his right hand, he is carefully adding small touches of varnish to the instrument.
The luthier hold a violin back away from him to study his work.
The luthier is leaving the shop for the days as he is looking at the came with a smile. To the right of him, a little out of focus the shop sign that sits our front. It reads "John R Waddle Violins, Inc. Luthier, Violins, Violas, cellos, and Bows."
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