roger lewis


Take two ambitious and talented directors, bags full of heritage and an A-list client base. How do you successfully re-brand a white label business renowned for it's contemporary design style and British manufacturing capability without it feeling too consumer?

Roger Lewis create iconic, private label sofas for the likes of Heal's, Conran and John Lewis, not to mention a host of architects, designers and online retailers. Keen to grow the business exponentially, directors Marc Richard and Nick Lewis approached me to help them rebrand their business and create an effective communication strategy.


With more than thirty years of heritage and heaps of vision for the future, our first challenge was to create a strong brief, a concise set of brand values and a compelling brand position.

We worked with strategist Bronwyn Durand to develop the brand positioning, creators of iconic private label sofas which served as the perfect jumping off point for the brand identity and marketing.


Clean lines, pops of colour and a strong, dynamic logo that would withstand the test of time were key. Roger Lewis is a substantial business with big plans for the future- this wasn't the place for whimsy.

My role as a Creative Director is to help translate those brand values and commercial objectives into a clear, creative vision. This gave the directors at Roger Lewis something tangible to work with - an insight into what was possible, as well as helping us communicate efficiently with the design agency.



Having approached a number of design agencies, we picked Braizen in the USA who stood out for their incredible design skills and robust process.

Braizen developed a distinctive, dynamic and timeless identity that perfectly encapsulated the brief.

I loved that Braizen took the colour palette and stripped it back even further: really going with my vision of pops of colour to create understated impact whilst showing that Roger Lewis really mean business.

The resulting identity, website and look book reflect the strength in the Roger Lewis heritage whilst showing that the company is looking firmly forwards.


Roger Lewis launched their new brand, a new collection and new website at 100% Design in Autumn 2015.

It's early days to measure the full commercial impact but the company have gained great press coverage and an impressive number of orders since the launch. I'm looking forward to seeing what happens next for them.

 "Working with Fiona gave us clarity and direction and now we have a stunning brand that we are excited to launch and proud to call our own."

- Marc Richard, Roger Lewis



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