Radley was established as a brand to address the needs of the novice DIYer with accessible tools. We worked with Home Hardware’s agency partner, John St., to execute their brand strategy. Following their lead, we produced dozens of packages, which included custom typography, photography, and highly detailed product manuals.
Worked as liaison with John St. on the first few packages. Managed creative briefs and intake of product specs for the execution of dozens of following products. Managed a team of designers to ensure best practices and consistent development and execution of style guides. Consulted with Home Hardware’s merchandising team. Provided copywriting on key sell points. Worked on detailed product manuals. Directed photoshoots to maintain a consistent style and highlight product attributes. Maintained a comprehensive archive of branding, packages, and images for access and deployment by Home Hardware stakeholders.
The initial roll-out of 4 packages with John St., developed into the successful execution of dozens of products independently over a very tight production schedule.

Contributors included initial concept and design by John St., rollout, design refinement, and typography by Libera Graphics creative team and content contribution by Home Hardware merchandising team.
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