Creatively repositioning Roger Lewis for the commercial interiors sector

Client: Roger Lewis

The brief

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.

“To help with the repositioning of our brand, we required an agency that truly understood the built environment. It was crucial that our website engaged architects and designers through quality content, as the audience has a strong appreciation for both visual and written narrative.

“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.

“Hattrick truly understands what architects and designers want, and that is inspirational imagery. Working in partnership with the agency, Collective HQ provides the creative direction that helps set clients in the built environment apart.

“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.

in touch.

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