Malone: A refined, contemporary range that marks a new design direction for Tom Howley.

Creative Direction & Development

Malone began as a strategic concept I proposed to better position Tom Howley within a changing market. Noticing a growing demand for contemporary design, I recommended developing a new range that broadened the brand’s appeal while upholding its reputation for craftsmanship and quality.

I contributed to the creative direction from insight to visualisation, defining the look, tone, and positioning of the range through research, concept development, and collaboration with the R&D and operations teams. Working closely with Tom Howley, I helped shape defining features, ensuring the design balanced innovation with authenticity.

I directed the creation of CGI imagery to bring the range to life, briefing the agency on design intent, materials, and styling direction. To ensure visual accuracy, I sourced physical samples of paint, timber, worktops, and flooring, and managed a stylist to align every detail with the brand’s luxury aesthetic.

From concept to final visualisation, I contributed to creative oversight at every stage, ensuring Malone captured a refined, contemporary vision while staying true to the craftsmanship at the heart of Tom Howley.

Market Insight & Concept Origins

Market insight revealed a clear shift toward modern design sensibilities, with growing demand for sleek, minimal kitchens that still feel warm and personal.

I explored typical contemporary London architecture, and the open plan spaces that have been created in such homes. The concept was designed to resonate with discerning homeowners seeking a space that feels timeless in its construction and effortlessly modern.

The top three primary kitchen styles remain contemporary (28%), modern (20%) and traditional (11%, down 4 percentage points compared to the previous year).

— 2025 UK Houzz Kitchen Trends Study

Design Development

Initial design explorations centred on proportion and form, striking a careful balance between simplicity and craftsmanship to achieve a distinctly modern yet unmistakably Tom Howley aesthetic. Physical sampling of handles, paint finishes, worktops and flooring ensured accuracy and authenticity, setting the tone for a sophisticated, tactile palette. Our in-house Drawing Office developed low-resolution renders to test design directions and refine details. Once Tom and I were satisfied with the outcome, high-resolution visuals were created for presentation to the Leadership Team, paving the way for the final CGI brief.

Styling & Visual Direction

The styling direction focused on quiet luxury, layering natural textures, muted tones, and thoughtful accessories to create a calm, aspirational environment.

Every object, from ceramics to linens, was chosen to enhance the realism of the CGI and reflect the lifestyle of the modern homeowner. Soft light, natural materials, and curated detail combine to communicate warmth and authenticity without compromising the modern aesthetic.