Role
Creative Director
Practice Areas
Website, Content Strategy, Brand Messaging, UI Design, Design System, Interactive Storytelling
Challenge
Since 1970, Richardson Sports has earned a reputation as the premier B2B custom headwear and apparel manufacturer. Their products could speak volumes, but the online experience didn’t reflect their dedication to service or innovation, leaving them struggling to connect with an increasingly digital and mobile-focused audience.
We partnered with Richardson to transform their history and reputation into a modern digital experience that feels as personal, crafted, and dependable as the products they make.
Approach
Richardson was well-positioned within its direct B2B competition, but its differentiation was overshadowed by a bland, corporate aesthetic typical of the category. To stand out, they needed to move beyond B2B-focused storytelling and share their heritage and craftsmanship on a larger scale, supported by a system that could effortlessly showcase evolving campaigns and product lines.
Our approach aimed to elevate Richardson’s site to the level of modern B2C and DTC platforms, far surpassing the transactional experiences of their competitors. To achieve this, we developed a flexible, comprehensive digital design language capable of supporting brand storytelling needs while managing a complex e-commerce experience. This allowed us to translate Richardson's heritage, values, and brand language into a robust module system—honoring the company’s legacy while ensuring a consistent and beautifully elevated brand presence across the site.
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
The transformation of Richardson Sports’ digital ecosystem has significantly enhanced their ability to connect with customers and partners alike. The new website, planned to launch early 2025, will offer a seamless, brand-led experience that highlights the craftsmanship behind each product while making ordering faster and more efficient.
The integration of compelling product stories will help foster a deeper connection between the brand and its audience, inviting visitors to engage with Richardson's heritage while exploring new offerings. Additionally, the internal team now has access to an expansive component library that allows them to maintain a dynamic brand presence across all digital touchpoints.
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
