Brand Tone

Passionate & Artistic, Respectful & Knowledgeable, Elegant & Refined, Accessible & Encouraging

Brand Values

• •Craftsmanship
• •Quality
• •Tradition & Heritage
• •Artistry & Musicality
• •Value
• •Community & Education

Best Practices

• •Emphasize Heritage and Craftsmanship: Always weave in references to traditional Spanish lutherie, the quality of materials, and the handcrafted nature of the instruments. Use terms like "meticulously crafted," "time-honored techniques," and "select tonewoods."
• •Speak the Language of Musicians: Use terminology that resonates with guitarists (e.g., "tonal palette," "projection," "sustain," "playability," "resonance"). Focus on the sensory experience of playing and hearing the guitar.
• •Maintain an Elegant and Respectful Voice: Avoid overly casual language, slang, or hype. The tone should reflect the sophistication of classical and traditional music. Strive for clarity and grace in your wording.
• •Showcase Artistry and Passion: Feature stories of artists and their connection to Altamira guitars. Use evocative language that conveys a deep love for music and the instrument itself. Let the passion for music shine through.
• •Balance Aspiration with Accessibility: While highlighting professional artists and concert-level instruments, remember to also welcome and encourage students and developing players. Ensure some messaging speaks to the value and quality available at different price points.

Social Perception

Positive Reputation for Value, Good Sound & Playability, Respect for Tradition, Wide Range, Trusted by Educators and Emerging Artists

Copy Examples

• •Headline: The Soul of Spain, The Hands of a Master. Body: Experience the confluence of centuries-old tradition and meticulous craftsmanship. Each Altamira guitar is a testament to the enduring legacy of Spanish lutherie, built to inspire your most expressive performances. Discover your voice.
• •Headline: From Passionate Practice to Virtuoso Performance. Body: Whether you're taking your first steps or gracing the concert stage, Altamira offers a handcrafted guitar that resonates with your journey. Quality tonewoods, exceptional playability, and a voice that sings. Elevate your music.
• •Headline: Hear the Heritage. Feel the Artistry. Body: Altamira Guitars: where the rich warmth of traditional sound meets modern playability. Explore our collection of classical, flamenco, and gypsy jazz instruments, each built with sustainably sourced woods and a dedication to tonal perfection.
• •Headline: Crafting More Than Guitars – We Craft Legacies. Body: For generations, the guitar has told stories. Altamira is proud to continue this tradition, offering instruments that are not just played, but cherished. Find the guitar that tells your story.
• •Headline: The Altamira Difference: Uncompromising Quality, Accessible Artistry. Body: We believe every musician deserves an instrument that inspires. That's why Altamira guitars are handcrafted to deliver exceptional tone and playability, offering remarkable value for dedicated students and discerning professionals alike. Play the difference.