Roger Lewis has been a well-respected British designer and maker of contemporary furniture since 1989. After building a reputation over the past 30 years with iconic retail clients such as Heals, Conran and Anthropologie, the second-generation, family-run business decided to apply its wealth of skill to a dedicated contract furniture and hospitality offering.
Roger Lewis wanted to showcase its products in a way that would appeal to these new A&D markets, while maintaining its reputation as a high-quality, heritage brand.
- Establish Roger Lewis as a high-quality designer and maker of British contract furniture.
- Highlight its latest products as being ahead-of-the-curve in answering the needs of the hospitality and workplace A&D sectors.
- Prove visually that a 30-year-old heritage company is cutting-edge while retaining its wealth of skill and craft.
“The Hattrick team applied a wealth of knowledge and expertise to tell our brand’s story in an engaging and useful way – achieved through new trend-led photography and emotive copy. We’re delighted with the results so far and look forward to their creative approach to the next phase of the campaign.” – Marc Richard, managing director, Roger Lewis
Brand repositioning across all channels; communicated with a new tone of voice, narrative and visual refresh to appeal to the A&D audience.
- With a lead time of two-months and a deadline of Clerkenwell Design Week, a messaging house and unique brand tone of voice was first developed, following an in-depth immersion session with the senior team. This helped establish how Roger Lewis could carve out their own space within the existing commercial furniture landscape.
- All website copy was re-written to convey the new narrative – retaining the element of heritage, but incorporating its differentiating modern, global twist.
Expert creative direction from Collective HQ was brought in to develop a visual story that mirrored the written narrative and supported the concept of Roger Lewis’ furniture working across various commercial settings.
- This was carried through to ‘product’ and ‘people’ photography, utilising a series of trend-led colour palettes and versatile ‘sets’ for the former, and capturing the skilled factory-based team in the latter. Together, the images tell the Roger Lewis story in a beautiful, visual way that’s perfectly suited to the target audience.
- The Roger Lewis Journal acted as a platform to shout about this activity, alongside offering the A&D community an opportunity to read unique perspectives on industry trends.
“For Roger Lewis, we took a wealth of heritage and design expertise and translated it into a visual language that ties in perfectly with the brand’s tone of voice. The result is beautiful photography that has engaged its audience.” – Darren Clanford, creative director, Collective HQ
A visual transformation of the existing website, with on-trend colour palettes and engaging copy:
- An overwhelmingly positive reaction from visitors to the Roger Lewis stand at Clerkenwell Design Week – from A&D community and press.
- Inclusion of new imagery in Mix Interiors, OnOffice and Material Source magazines within one week of launching.
- 33% increase in sessions on the Roger Lewis website in the fortnight after the new photography was added. Plus, a 24% boost in users, a 40% rise in session duration and a 5% decrease in the bounce rate.