AN INVITATION TO INNOVATION

Steinway & Sons, creator of the world’s finest handcrafted pianos, had began to noticed a decrease in sales revenue. In order to target new customers and reengage prior piano buyers, Stienway needed new innovative sales tactics that also honored the prestigious, 160 year old heritage. Keeping the audience at the forefront, the team looked at two ways to increase a consumer’s interactions with the Steinway brand. By creating a digital, in-home concert experience pair with an exclusive, customizable subscription box, the team was able to target music lovers and Steinway aficionados alike. To better engage piano teachers and the up and coming piano star, the team designed a digital learning platform that enabled users to create customized curriculum, practice their skills, and write their own music.  

To pitch these ideas, the team digitally recreated each concept and presented them on a microsite using various videos and digital mockups. Each concept keeps the simple, luxurious elements of the Steinway & Sons’ brand in mind, leveraging its minimal black, white, and gold color palette, high contrast serif and sans serif typefaces, and well-known logo mark.