Development and Activation of Tom Howley's AW25 Colour Collection.
Introducing Hazelwood & Sumac
In a competitive luxury kitchen market, Tom Howley sought to refresh its colour palette to align with emerging trends. I spearheaded the introduction of seasonal colour launches, a new initiative designed to keep the brand dynamic and responsive to consumer desires for personalised, nature-inspired spaces.
This project involved trend research, colour selection, and creative development for the Autumn 2025 launch of Hazelwood (a rich, earthy brown evoking stability) and Sumac (a vibrant, spiced red adding warmth and character). The result? A campaign that boosted engagement and positioned Tom Howley as a forward-thinking leader in bespoke kitchen design.
Ideation
I initiated and presented the concept of a seasonal colour rotation strategy, proposing to rotate 4 colours from our collection annually. This approach was designed to adapt to evolving customer preferences, align with shifting trends in fashion, interior design, and cultural influences, and create a unique selling point by introducing "limited edition" exclusivity to drive urgency and FOMO. Drawing from market analysis, I highlighted how retiring underperforming colours (from our 24 options) could maximize sales, differentiate Tom Howley from competitors, and position us as a forward-thinking leader in bespoke kitchen design.
Research
Conducted comprehensive trend analysis and sourcing data from reports by Pantone, WGSN, and design publications to identify 2025 influences like sustainability and wellness. This included evaluating how seasonal shifts could reflect broader movements, such as Spring's airy renewal and Autumn's earthy warmth, while addressing outdated colours impacting sales.
Selection
Curated and finalised Hazelwood (a rich, grounding brown) and Sumac (a bold, spiced red-earth tone) from over 20 options for the Autumn 2025 launch, ensuring they complemented existing palettes, embodied seasonal aesthetics, and offered versatility for Tom Howley’s modern Shaker style kitchens.
Creative Execution
I developed campaign assets for the launch, including AI generated imagery and video, digital graphics, print materials, social media content, and showroom event experiences. Focused on storytelling to spotlight benefits like enhanced customer engagement through fresh inspiration, influencer partnerships for amplification, and exclusive events to encourage repeat consultations and quicker decision-making.
Bringing Colour to Life with AI.
To support the launch, I produced a dynamic video showcasing the new colour palette in context. Using a combination of image retouching, AI-driven imagery, animation, and creative direction, I transformed existing photography into captivating motion clips that brought each colour to life. The finished film blended these visuals with commentary from Tom Howley, creating an engaging and informative piece used across social and digital channels in multiple edits to maximise reach and impact.
