Steinway & Sons

Over the course of my career I am proud to have helped develop many brand guidelines. In 2009 I coordinated the New York and Hamburg offices of Tribal DDB in the global re-branding of Steinway & Sons piano families.
In collaboration with: Tribal DDB Worldwide

Global Re-branding

In 2009 Steinway & Sons introduced a new family of pianos aimed at the entry level market called Boston. Steinway asked us to use this opportunity to take a step back and create a new global branding that would act as an organizing principle for their three piano families, Essex (entry-level), Boston (mid-level), and Steinway & Sons (professional) to ensure that their sales materials are consistent worldwide. This was the first time that the family owned company had worked with an advertising agency.

What follows are excerpts from the Boston family style guide. Just a small segment of the final 150 page handbook I co-developed in coordination with Tribal DDB’s New York and Hamburg offices.

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