tagima 2024 website
Brazil's largest guitar manufacturer. Zero organized product information. Over 800 instruments. Six months.
the challenge
Building an ecommerce platform for a major manufacturer sounds like a web project. It wasn't. It was a documentation project, a photography project, a copywriting project, and a web project — all running simultaneously, all dependent on each other, none of them in an acceptable state when the work began.
The assumption going in was reasonable: a company of Tagima's size would have organized product data, quality photography, and existing copy ready to be structured into a platform. That assumption was wrong on every count. Product specifications were scattered across multiple files and folders with no consistent format. Photography ranged from outdated to nonexistent. There was no website copy at all.
The platform couldn't be built until the foundation existed. The foundation had to be built from scratch.
the approach
Over six months, the project ran on three parallel tracks:
Photography — more than 800 products were photographed individually, creating a consistent, high-quality visual library that the brand had never had before and that would serve the website, catalogues, and sales materials for years afterward.
Data architecture — every product's technical specifications were located, verified, standardized, and organized into a coherent structure capable of supporting a large-scale ecommerce platform.
Copywriting — product descriptions were written from the ground up, designed to speak to musicians rather than distributors — a deliberate shift in the brand's communication that reflected the broader repositioning happening in parallel.
The resulting platform launched with over 1,000 products, full ecommerce functionality, and multiple features built for a brand operating at a national scale.
the result
Tagima now has a digital infrastructure commensurate with its market position — and for the first time, a direct channel to the musicians who buy their instruments. The website was the operational foundation that made everything else possible: the Rock in Rio product line, the catalogue, the brand's evolving relationship with the consumer market it had long overlooked.
It was never just a website. It was the moment the brand started talking to musicians directly.
