Hulme and Sweeney Main Image

Hulme & Sweeney Piano Service

Visual Identity, website design, print

Hulme and Sweeney philosophy of attention-to-detail and passion for great piano sound define the company’s approach to unmatched piano service - tuning, voicing, regulation, repair and refurbishing.


We needed to bring Hulme and Sweeney up to speed to modern standards of communication. The history behind this company is rich: 15 years in business as Hulme and Sweeney, and 55 years total in the piano industry.
But their craftsmanship and skills were not seen in their visual representation.
We were tasked to changed that.


Hulme and Sweeney was equipped with Identity Design that was a perfect reflection of their classic aesthetics and dynamic approach.
Website was designed and developed with a way to make an easy catalog updates. Marketing materials were updated to match the new look.
Social media channels were set up and branded.


After working with us, Hulme and Sweeney Piano Services got a solid foundation to market themselves with confidence. With their new website they were able to streamline the process of getting their inventory updates online faster, and have a direct connection with their customers through social media channels.
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Creative Direction
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Branding and Identity Design
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Print Marketing materials
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Web Copywriting
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Web Design and Development
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Photo session


Every time we're starting a project, our goal is to deeply understand the business we're branding. It's critical for us to get to know the foundation of the brand and its customers: insights will help us to create the visual identity that truly reflect the brand's core.

We've spent hours with Tony Hulme and Randal Sweeny to learn about their history,
understand what it takes to run their business: to tune, repair and restore a piano.
We uncovered goals that Hulme and Sweeny set out to reach in the next few years and we made a plan how to get them there.


First of all, visual identity has to reflect the core idea behind the brand. Hulme and Sweeney is about preserving history, restoration of brand-name grand pianos, meticulous craftmanship and passion for the work they're doing. We had to find a way to bring their identity in the modern world. 

Early on we decided to use Red, Black and White color palette. Black and white represents piano keys. And red is the color of felt material that is used inside pianos.


We wanted to create a mark that would feel classic, upscale, and simple. We started with sketching out all ideas. Some of them will not make it to the first presentation. We curate and try to eliminate weak logos and recognize strong ones before putting together the first round for presentation.

Logo concepts

We chose several strong variations for a logo. After presentation we had a clear idea what mark would fit Hulme and Sweeny brand vision.


When the favorite concept was accepted, we started to perfect it through a set of several revisions.

Final Logo

Final logo came out looking exactly what we have envisioned: simple and classic silhouette of a piano paired with modern typography. Piano symbol is surrounded by a red line, that suggests the red felt used inside the piano.

Logo family

Following approval of the primary logo, we created several variations to accommodate future marketing needs.
Before putting together logo guidelines, we test how logo in print to check for details and see if it will be readable on a small scale.
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Logo for print and digital use
Usage Guidelines

Logo Guidelines

We created brand guidelines to ensure careful and consistent use of the brand elements to help unify and establish a strong brand.
These elements include the logo, colors, typography, and usage.
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Logo for print and digital use
Usage Guidelines

Business Cards

As a next step, we updated the look of the business cards. Velvety to touch with spot-gloss red line, these cards were printed on a thick card stock. When handed to customers, they definitely make an impression of quality and timelessness.


We created a stationery package to help Hulme and Sweeney start to market their new brand.

Photo shoot

Nothing can bring out the character of a piano shop other than a photo. We captured the atmosphere of the Hulme and Sweeny piano shop through a series of photos, which later will be used across the website and social media.
Hulme and Sweeney website on a computer screen


The website is the central hub for the Hulme and Sweeney business.
It's the main touchpoint where customers will have access to an up-to-date inventory of pianos and description of the services.
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Website Design
Website Development
Hulme and Sweeney website layout
Hulme and Sweeney website home page
Hulme and Sweeney website service page
Hulme and Sweeney logo

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