Hemingway Chimney — Branding, Marketing & Website
Discovering the Heming-Way
During our Discovery Session, we learned that Hemingway Chimney had earned a reputation as the foremost authority in chimney installation thanks to their exclusive specialization in chimneys and esteemed legacy as a cherished father-son small business. However, after selling the company in 2016, their hard-earned standing began to fade.
To reclaim—and even surpass—their former glory, a strategic rebrand was needed. The aim was to rebuild client confidence, attract new customers and effectively communicate their cost-effective, contractor-friendly approach. Reuniting much of the original installation team played a crucial role in resurrecting Hemingway’s reputation—infusing unmatched knowledge and experience into the company’s toolbelt and reinforcing their position as industry leaders.
SERVICES: brand messaging / visual identity / brand collateral / website / ongoing marketing
![hemingway-frame-742 Two chimneys with smoke coming out of them with text saying Hemingway Industrial Chimney Specialists. Light wavy lines brand pattern in the background.](https://batesmeron.com/wp-content/uploads/hemingway-frame-742.png)
![hemingway-frame-742 Two chimneys with smoke coming out of them with text saying Hemingway Industrial Chimney Specialists. Light wavy lines brand pattern in the background.](https://batesmeron.com/wp-content/uploads/hemingway-frame-742.png)
![swirling-line-pattern-bg](https://batesmeron.com/wp-content/uploads/swirling-line-pattern-bg.png)
Revamping the logo was pivotal in the rebrand, as it addressed the confusion tied to Hemingway Chimney’s original logo—which often associated them with residential chimney services. Our design exploration achieved a refined logo, striking a balance of recognition and clarity while emphasizing their expertise as industrial chimney specialists.
Revamping the logo was pivotal in the rebrand, as it addressed the confusion tied to Hemingway Chimney’s original logo—which often associated them with residential chimney services. Our design exploration achieved a refined logo, striking a balance of recognition and clarity while emphasizing their expertise as industrial chimney specialists.
![hemingway-frame-rectangle-445 Image shows Hemingway Chimney's original logo.](https://batesmeron.com/wp-content/uploads/hemingway-frame-rectangle-445.png)
![hemingway-frame-rectangle-446 Image shows greyed out logo exploration ideas, including different logo marks.](https://batesmeron.com/wp-content/uploads/hemingway-frame-rectangle-446.png)
![hemingway-frame-rectangle-467 Outlined modifications to Hemingway Chimney's new logo, including simplified color palette, modernized font, adjusted kerning and reinvigorated tagline.](https://batesmeron.com/wp-content/uploads/hemingway-frame-rectangle-467.png)
![hemingway-frame-rectangle-445 Image shows Hemingway Chimney's original logo.](https://batesmeron.com/wp-content/uploads/hemingway-frame-rectangle-445.png)
![hemingway-frame-rectangle-446 Image shows greyed out logo exploration ideas, including different logo marks.](https://batesmeron.com/wp-content/uploads/hemingway-frame-rectangle-446.png)
![rectangle-468](https://batesmeron.com/wp-content/uploads/rectangle-468.png)
![hemingway-frame-758 Navy Blue Logo on White Background, White Logo on Navy Blue Background, Navy Blue Logo with Large Word Mark Next to Logo Mark on Grey Background](https://batesmeron.com/wp-content/uploads/hemingway-frame-758.png)
![hwc-014-brand-graphic-standards-2 8 Brand Colors Designed to Look Like Buildings. Mist: Very Light Grey, Steam: Light Grey, Air: Light Blue, Legacy: Medium Blue, Precision: Navy Blue, Reputation: Dark Blue, Steel: Medium Grey, Iron: Dark Grey.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards-2.gif)
![hemingway-mobile-mockup Navy Blue Logo on White Background, White Logo on Navy Blue Background.](https://batesmeron.com/wp-content/uploads/hemingway-mobile-mockup.png)
![hemingway-mobile-mockup-2 Navy Blue Logo with Large Word Mark Next to Logo Mark on Grey Background.](https://batesmeron.com/wp-content/uploads/hemingway-mobile-mockup-2.png)
![hwc-014-brand-graphic-standards-2 8 Brand Colors Designed to Look Like Buildings. Mist: Very Light Grey, Steam: Light Grey, Air: Light Blue, Legacy: Medium Blue, Precision: Navy Blue, Reputation: Dark Blue, Steel: Medium Grey, Iron: Dark Grey.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards-2.gif)
The refreshed messaging, coupled with the renewed logo, colors and graphic standards, seamlessly aligned with Hemingway Chimney’s message of timeless reliability. This cohesive visual identity not only honored their established reputation but also propelled it forward, positioning Hemingway Chimney as a modern yet classic symbol of dependability in the construction and HVAC industries.
![hwc-014-brand-graphic-standards_page_01-1](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_01-1.png)
![hwc-014-brand-graphic-standards_page_02-1 Table of Contents Outlining Brand Strategy and Graphic Standards](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_02-1.png)
![hwc-014-brand-graphic-standards_page_03-1 Brand Strategy Intro Page.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_03-1.png)
![hwc-014-brand-graphic-standards_page_04-1 Description and Examples of Brand Voice.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_04-1.png)
![hwc-014-brand-graphic-standards_page_05-1 The foundation of Hemingway Chimney and what their brand does: Erecting Chimneys.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_05-1.png)
![hwc-014-brand-graphic-standards_page_06-1 The why and purpose of Hemingway Chimney: Protecting People.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_06-1.png)
![hwc-014-brand-graphic-standards_page_07-1 How Hemingway Chimney stands apart: They Only Do Chimneys.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_07-1.png)
![hwc-014-brand-graphic-standards_page_08-1 How Hemingway Chimney speaks to their primary audience of mechanical contractors.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_08-1.png)
![hwc-014-brand-graphic-standards_page_09-1 Cover Page of 2023 Graphic Standards.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_09-1.png)
![hwc-014-brand-graphic-standards_page_10-1 Primary Hemingway Chimney Logo.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_10-1.png)
![hwc-014-brand-graphic-standards_page_11-1 Horizontal Hemingway Chimney Logo.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_11-1.png)
![hwc-014-brand-graphic-standards_page_12-1 Dark and Light Versions of Hemingway Chimney's Logo.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_12-1.png)
![hwc-014-brand-graphic-standards_page_13-1 How and How Not to Use Hemingway Chimney's Logo.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_13-1.png)
![hwc-014-brand-graphic-standards_page_14-1 Hemingway Chimney's Color Palette.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_14-1.png)
![hwc-014-brand-graphic-standards_page_15-1 The Fonts Used in Hemingway Chimney's Brand.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_15-1.png)
![hwc-014-brand-graphic-standards_page_16-1 Hemingway Chimney's Icons.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_16-1.png)
![hwc-014-brand-graphic-standards_page_17-1 Hemingway Chimney's Pattern to be Used in Backgrounds.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_17-1.png)
![hwc-014-brand-graphic-standards_page_18-1 Photography Styling and Editing Guidelines.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_18-1.png)
![hwc-014-brand-graphic-standards_page_19-1 Cover Page of 2023 Brand Guidelines.](https://batesmeron.com/wp-content/uploads/hwc-014-brand-graphic-standards_page_19-1.png)
![hemingway-mobile-pdf-montage Hemingway Chimney's 2023 Brand Guidelines.](https://batesmeron.com/wp-content/uploads/hemingway-mobile-pdf-montage.png)
Our brand guides were crafted with a modern and clean aesthetic, establishing clear and concise directives for updated collateral. These guides serve as blueprints, ensuring a consistent visual experience across all branded materials. With their contemporary edge and precise instructions, our brand guides provide the essential framework for producing captivating and unified collateral.
![hemingway-mobile-brand-guide-header Hemingway Chimney's 2023 Brand Guidelines Cover.](https://batesmeron.com/wp-content/uploads/hemingway-mobile-brand-guide-header.jpg)
Our brand guides were crafted with a modern and clean aesthetic, establishing clear and concise directives for updated collateral. These guides serve as blueprints, ensuring a consistent visual experience across all branded materials. With their contemporary edge and precise instructions, our brand guides provide the essential framework for producing captivating and unified collateral.
![hemingway-business-card-mockup Hemingway Chimney Business Card and Hemingway Chimney Letterhead.](https://batesmeron.com/wp-content/uploads/hemingway-business-card-mockup.jpg)
![hwc-collateral-mock-up-mobile Hemingway Chimney Business Card and Hemingway Chimney Letterhead.](https://batesmeron.com/wp-content/uploads/hwc-collateral-mock-up-mobile.png)
Finally, we directed our attention to Hemingway Chimney’s website, saturating it with our reenergized messaging and branding. This update not only showcased their specialties but also strategically emphasized key areas of their expertise. By spotlighting their niche services, highlighting stand-out projects and sharing rave reviews, the website was transformed into a dynamic platform that authentically represented Hemingway Chimney’s legacy of excellence.
Finally, we directed our attention to Hemingway Chimney’s website, saturating it with our reenergized messaging and branding. This update not only showcased their specialties but also strategically emphasized key areas of their expertise. By spotlighting their niche services, highlighting stand-out projects and sharing rave reviews, the website was transformed into a dynamic platform that authentically represented Hemingway Chimney’s legacy of excellence.
![](https://batesmeron.com/wp-content/uploads/bfi_thumb/catherine-tojaga-qblgauq0jrkavid8s61x875zfly9qzwi2seg9qs2yw.png)
“BatesMeron nailed it with Hemingway Chimney’s brand refresh and new website. They didn’t just give us a new look—they helped us tell our story in a way that connects to our roots and our audience. Throughout the project, they made sure we felt heard and guided us step by step. Working with their team felt like a true partnership, and we’re over the moon about our awesome new website and brand.”
![](https://batesmeron.com/wp-content/uploads/bfi_thumb/catherine-tojaga-qblgauq0jrkavid8s61x875zfly9qzwi2seg9qs2yw.png)
“BatesMeron nailed it with Hemingway Chimney’s brand refresh and new website. They didn’t just give us a new look—they helped us tell our story in a way that connects to our roots and our audience. Throughout the project, they made sure we felt heard and guided us step by step. Working with their team felt like a true partnership, and we’re over the moon about our awesome new website and brand.”