Redefining the Tom Howley brand through strategy, storytelling, and creative direction.
Overview
As Tom Howley evolved, the business needed a clearer, more emotionally resonant identity and one that better reflected its design leadership and the experience it delivers. I led an internal brand strategy initiative to define positioning, sharpen tone of voice, and create creative guidance that would unify photography, campaigns and showroom experience.
Strategic Direction
Using competitor benchmarking, audience insight and internal workshops, I developed a positioning that emphasised Tom Howley’s strengths in high-end design and client experience. The strategy is grounded in the brand’s core values. These pillars became the touchstone for visual and verbal expression across the business.
Excellence in Design — pushing creative boundaries and perfecting every detail.
Empathy in Relationships — building trust through considered, human communication.
Personalisation in Client Experiences — tailoring each project to individual visions.
Continuous in Innovation — embracing new ideas and technologies to keep designs fresh and enduring.
These principles became the foundation for all creative and communications work across the business.
Creative Development & Implementation
I translated the strategy into actionable creative direction, defining a refreshed tone of voice (confident, warm and design-led), establishing photography principles focused on natural light and lifestyle storytelling, and steering campaign concepts that highlight design, moments and human connection rather than static product shots.
To embed consistency, I created guidance and examples for teams across marketing, design and showrooms, from messaging structure and photography briefs to moodboards and copy frameworks.
Outcome
The new brand framework unified communications and strengthened Tom Howley’s premium positioning. It inspired more cohesive storytelling across advertising, social, and showroom environments, setting a clear standard for future creative work.
Role
I led the project from concept to delivery: facilitating workshops, defining positioning, writing tone-of-voice examples, producing photography and campaign guidance, and collaborating with senior leadership to embed the strategy across the business.
