Synonymous with the King’s Road and British luxury since 1985, Linley commissioned Paul to revitalise the brand, repositioning them as a leading furniture and craft destination. Taking cues from the new craft movement and the entrepreneurial design spirit of David Linley in founding the business, Paul and his team cohesively refreshed the brand across all touchpoints.

As part of the comprehensive branding exercise, the LINLEY wordmark was inspired by traditional dovetail joinery and developed with careful consideration for a variety of applications including products, environments and packaging.

The scope of works also included launching a new range by contemporary British furniture designer Matthew Hilton. This was the first time in many years his brand had produced a new furniture collection culminating with a triumphant launch in the refurbished store on Pimlico Road.

The brief was to hark back to something more traditional, refined and classical.

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