Role
Creative Director
Practice Areas
Website, Content Strategy, Brand Messaging, UI Design, Design System
Challenge
Since 1970, Richardson Sports has built a reputation for top-tier custom headwear and apparel. Their products spoke for themselves—but their online experience didn’t. The website was outdated, transactional, and lacked the personality, craftsmanship, and innovation that set Richardson apart.
With more customers and dealers expecting seamless digital experiences, Richardson needed a site that matched their reputation: personal, crafted, and built to last.
Approach
Richardson was leading in the B2B space, but their online presence blended in with the competition. The challenge was clear—break free from the corporate, utilitarian look and bring their heritage and craftsmanship to the forefront.
We took cues from top B2C and DTC platforms, designing a modern, flexible digital experience that could support everything from product storytelling to complex e-commerce needs. The result: a design system that balances brand, content, and commerce, allowing Richardson to showcase evolving campaigns and product lines while keeping the experience seamless for both casual shoppers and wholesale partners.
A Winning Playbook
The new site, designed to serve both casual shoppers and wholesale partners, makes it easy for visitors to explore products, connect with dealers, and complete purchases from anywhere. By integrating compelling product and brand stories, we highlighted Richardson’s craftsmanship, positioning them for a direct-to-consumer future while standing apart from B2B competitors with a polished, consumer-friendly approach.
Our modular page builder simplifies the creation and updating of pages, empowering Richardson’s internal team to drive merchandising and storytelling. Backed by an expansive component library, it delivers a consistent, dynamic brand experience while providing the flexibility to support future growth.
Results
Planned for launch in early 2025, the new site will completely transform Richardson’s digital presence. It will do more than just streamline ordering—it will bring the brand’s craftsmanship to life, strengthening connections with both customers and partners.
With a powerful design system and an expansive component library, Richardson now has the tools to evolve, scale, and stand out—online and beyond.
Credits
Dylan Haigh
Eli Janin
Mallory Junor
Annie Lindsey
Harry Maguire
Meg Odell
Jerrod Philipps
Allan Pichardo
Will Redd
Bryony Redhead
Amanda Ruck
Becky Solomon
Greg Tuthill
Made at Owen Jones
